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Originally found over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an clear candidate for digital platform algorithms.

Yet the brand’s emergence as a TikTok talking point has thrust it into the lead of an promotional upheaval, in which large companies are allocating substantial funds to content creators and devoting less capital to advertising goods in legacy broadcasters.

A Journey from Drilling to Digital

First created commercially in the 1870s by scientist Robert Cheeseborough, who saw laborers rubbing their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have chronicled its broad application in “life hacks”.

Hailed as a fix for dirty sneakers or making fragrance last longer, and also a remedy for creaky hinges. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational amplified the hacks by tasking their in-house experts with verification and letting the content creators in on the results.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. This was also the case for ideas it could extend fragrance and rejuvenate purses. Proposals that it might bleach teeth or extend lashes were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. However, this online trend has persuaded leaders to ramp up funding for content creators.

This tracking of digital spaces to guide corporate planning has been labeled “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on social media content.

Adapting to New Consumer Habits

A leading Unilever executive, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without dampening the fun” was crucial.

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and discussing household products.

“We are witnessing a departure from a one-to-many model, where we would just send out ads … Currently, it's countless discussions, various groups. The shift of the algorithms means that these audiences appear specific, however, they are large.

“Having your brand advocated by consumers, talked about by other people, this builds credibility and connection. Content makers are key. 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 digital networks than legacy broadcast and print media.

The shift is reflected in declines in TV and print advertising. Across Britain, commercial funding for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

This further signifies a merging of functions as corporations essentially turn into content studios, collaborating with hundreds of content creators to enhance their items.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us people trust recommendations from the creators they engage with more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by targeting content creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to see what works.

This strategy is expanding. Marketing investment on the creator economy is increasing four times faster than total media spending. Stateside, it has over doubled since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, industry figures said they believed television commercials still played a key part to play, as networks still held the capability to drive countrywide discourse.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”