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Originally found more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline could hardly be considered an obvious target for social media algorithms.

Nonetheless, its ascent as a popular subject on TikTok has thrust it into the lead of an marketing transformation, seeing big businesses spending big on content creators and devoting less capital to promoting products in traditional media.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who observed drillers using on their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have chronicled its broad application in “everyday tips”.

Promoted as a remedy for cleaning shoes or making fragrance last longer, along with a cure for squeaky doors. Its use has even extended to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational amplified the hacks by asking their own scientists to test them and providing creators with the outcome data.

Suggestions that it lessened the sensation of spicy food on lips were validated. This was also the case for ideas it could prolong perfume and revive leather bags. Claims that it would bleach teeth or make eyelashes longer were debunked.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. Fernando Fernández, newly named, has indicated the goal is to spend a full fifty percent of its huge ad budget on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of engaging audiences. She said engaging on social media “without spoiling the atmosphere” was essential.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and discussing household products.

“We are witnessing a departure from a broadcast model, where we would just transmit messages … Currently, it's countless discussions, various groups. The shift of the algorithms means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by users, talked about by other people, that is how you can build trust and relevance. Creators are critical to that. We’re really scaling this advocacy model.”

A Seismic Media Shift

The strategy reflects profound shifts happening in audience habits, with the youth demographic allocating more attention to social media platforms than television, magazines or radio.

This change is evidenced by drops in traditional media advertising. Across Britain, commercial funding for major broadcasters have dropped substantially in actual value since the end of the last decade.

The Rise of the Creator Economy

Additionally, it points to a merging of functions as large companies almost become production houses themselves, partnering with a multitude of digital creators to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers from conventional channels and their time is increasingly on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us audiences believe endorsements from the individuals they follow compared to commercial messages. This is a persistent pattern.”

He noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment 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 more than doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Even with this transformation, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to drive countrywide discourse.

She added: “A top-tier ROI marketing event is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”