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First identified over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an obvious target for social media algorithms.

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, seeing big businesses spending big on content creators and devoting less capital to advertising goods in legacy broadcasters.

The Path from Petroleum to Platforms

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers using on their skin with a byproduct of the drilling process. Today, a spree of content from users have documented the product’s widespread use in “life hacks”.

Promoted as a fix for dirty sneakers or extending perfume longevity, as well as a fix for squeaky doors. It has even been deployed to combat the nuisance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational boosted the tips by asking their own scientists to test them and providing creators with the outcome data.

Claims that Vaseline reduced the burn from hot food on the lips were validated. This was also the case for ideas it could lengthen scent duration and restore leather handbags. Suggestions it could brighten smiles or make eyelashes longer were disproven.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have dominated Unilever’s advertising drive. However, this online trend has led decision-makers to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been dubbed “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without dampening the fun” was crucial.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, back to when people were hanging out their laundry and talking about what they used.

“There’s this moving away from a one-to-many model, where we would just transmit messages … Currently, it's countless discussions, many communities. Changes in digital feeds means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by consumers, mentioned by individuals, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

This plan mirrors seismic changes taking place in media consumption, with the youth demographic allocating more attention to digital networks than traditional TV, print, or radio.

The shift is reflected in declines in TV and print advertising. In the UK, commercial funding for primary networks have dropped substantially in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a blurring of media roles as corporations essentially turn into content studios, partnering with hundreds of content creators to promote their goods.

A commercial director at a major talent agency said: “Naturally, an exodus of attention from conventional channels and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the personalities they subscribe to compared to commercial messages. It's an ongoing shift.”

He noted companies can reduce costs by investing in creators over expensive broadcast campaigns, which also permits simpler message refinement to see what works.

Such methods are increasing. Advertising spending on digital creator partnerships is increasing four times faster than the media industry overall. Across the United States, it has over doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Even with this transformation, executives said they believed broadcast ads retained significant importance to play, as networks still held the capability to drive countrywide discourse.

The executive noted: “One of the highest return-on-investment media opportunities is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”