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As a product discovered more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline may not seem like an natural focus for digital platform algorithms.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an marketing transformation, in which large companies are investing heavily in content creators and putting fewer resources into promoting products in legacy broadcasters.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Currently, a wave of amateur-created clips have recorded its extensive utilization in “life hacks”.

Promoted as a remedy for cleaning shoes or prolonging the scent of perfume, along with a cure for squeaky doors. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational enhanced the tricks by tasking their in-house experts with verification and sharing the findings with influencers.

Assertions that it diminished the sensation of spicy food on lips were confirmed. Similarly supported were ideas it could extend fragrance and restore leather handbags. Suggestions it could brighten smiles or make eyelashes longer were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. However, this online trend has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to guide corporate planning has been termed “social listening”. The company's chief executive, newly named, has indicated the goal is to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said engaging on social media “without spoiling the atmosphere” was crucial.

“How can companies join discussions credibly? This remains our core objective as brands, since the era of community gossip and discussing household products.

“We are witnessing a departure from a mass communication approach, where we would just broadcast out … Currently, it's countless discussions, various groups. The shift of the algorithms means that these communities feel niche, however, they are large.

“Having your brand advocated by consumers, mentioned by individuals, that fosters reliability and pertinence. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

This plan mirrors dramatic transformations occurring in how media is consumed, with younger consumers devoting greater hours to apps like TikTok and Instagram than television, magazines or radio.

This change is evidenced by falling revenues for TV and print advertising. Across Britain, commercial funding for leading TV channels have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

It also reflects a blurring of media roles as large companies almost become production houses themselves, collaborating with numerous influencers to promote their goods.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us audiences believe endorsements from the creators they engage with compared to commercial messages. This is a persistent pattern.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to gauge performance.

This strategy is expanding. Marketing investment on digital creator partnerships is rising at quadruple the rate than the media industry overall. Across the United States, it has over doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

TV's Lasting Role

Even with this transformation, experts said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to frame public debate.

She added: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … I think there’s 100% a place for them.”