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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 TikTok talking point has thrust it into the lead of an promotional upheaval, in which large companies are investing heavily in content creators and reducing expenditure on promoting products in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Currently, a wave of content from users have recorded its extensive utilization in “everyday tips”.

Promoted as a solution for polishing footwear or making fragrance last longer, as well as a fix for noisy doorways. Its use has even extended to combat the nuisance of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, 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 burn from hot food on the lips were confirmed. So too were ideas it could prolong perfume and revive leather bags. Proposals that it might brighten smiles or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This monitoring of online platforms to shape commercial tactics has been dubbed “social listening”. Fernando Fernández, freshly instated, has indicated the goal is to spend a full fifty percent of its huge ad budget on digital creator content.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was paramount.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and talking about what they used.

“There’s this moving away from a mass communication approach, where we would just send out ads … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

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

A Fundamental Consumption Turn

The approach indicates seismic changes taking place in media consumption, with Gen Z and millennial audiences spending more time on digital networks than television, magazines or radio.

The shift is reflected in drops in broadcast and newspaper ads. Across Britain, commercial funding for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

This further signifies a merging of functions as large companies almost become production houses themselves, collaborating with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers from conventional channels and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. This is a persistent pattern.”

He added firms may also cut expenditures by investing in creators over large-scale legacy ad buys, which also enables easier content adjustment to gauge performance.

The approach is growing. Promotional expenditure on the creator economy is rising at quadruple the rate than total media spending. Stateside, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

The executive noted: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”