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As a product discovered over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an obvious target for online content feeds.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an marketing transformation, where major corporations are investing heavily in content creators and devoting less capital to advertising goods in conventional outlets.

The Path from Petroleum to Platforms

Originally produced in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers using on their skin with a residue from oil extraction. Now, a flood of user-generated videos have recorded its extensive utilization in “practical tricks”.

It has been touted as a remedy for cleaning shoes or prolonging the scent of perfume, along with a cure for creaky hinges. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational amplified the hacks 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 validated. So too were ideas it could extend fragrance and restore leather handbags. Claims that it would whiten teeth or make eyelashes longer were debunked.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots 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 observation of social channels to shape commercial tactics has been labeled “social listening”. Unilever's CEO, freshly instated, has stated the intention is to spend a full fifty percent of its huge ad budget on social media content.

Shifting to Modern Engagement

The company's social media lead, who is heading the digital initiative, said the company was merely adjusting to novel methods of engaging audiences. She said engaging on social media “without spoiling the atmosphere” was crucial.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, since the era of community gossip and sharing usage tips.

“There’s this moving away from a one-to-many model, where we would just broadcast out … Now it’s many conversations, various groups. The evolution of platform algorithms means that these communities feel niche, but they’re not.

“Ensuring your product is discussed by other people, talked about by other people, that is how you can build trust and relevance. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The approach indicates profound shifts occurring in how media is consumed, with younger consumers allocating more attention to apps like TikTok and Instagram than television, magazines or radio.

The shift is reflected in falling revenues for traditional media advertising. In the UK, commercial funding for primary networks have fallen by more than £600m in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

It also reflects a media convergence as large companies almost become production houses themselves, partnering with hundreds of content creators to enhance their items.

Leon Harlow said: “Naturally, an exodus of attention out of certain traditional media outlets and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us consumers have more faith in suggestions from the personalities they subscribe to compared to commercial messages. It's an ongoing shift.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also permits simpler message refinement to see what works.

This strategy is expanding. Marketing investment on the creator economy is growing fourfold quicker than the broader media sector. Across the United States, it has increased by over 100% since 2021 and is expected to hit multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, executives said they believed TV advertising still had a prominent role 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.’ The focus is on who seizes focus … I think there’s 100% a place for them.”