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Originally found over 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline may not seem like an obvious target for online content feeds.

Yet the brand’s emergence as a TikTok talking point has positioned it at the vanguard of an promotional upheaval, in which large companies are allocating substantial funds to content creators and putting fewer resources into promoting products in legacy broadcasters.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who saw laborers using on their skin with a derivative of drilling. Now, a flood of user-generated videos have documented the product’s widespread use in “practical tricks”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, as well as a fix for creaky hinges. Users have even applied it to combat the nuisance of chip seasoning clinging to fingers.

Leveraging the Buzz

Detecting the product’s new life online, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the burn from hot food on the lips were confirmed. This was also the case for ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might whiten teeth or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has helped convince executives to turbocharge spending on content creators.

This observation of social channels to guide corporate planning has been dubbed “social listening”. The company's chief executive, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without killing the party” was paramount.

“How can companies join discussions credibly? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just transmit messages … Today, it's numerous dialogues, diverse communities. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“Ensuring your product is discussed by users, mentioned by individuals, that fosters reliability and pertinence. Influencers are vital for this. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The strategy reflects dramatic transformations taking place in media consumption, with younger consumers allocating more attention to social media platforms than television, magazines or radio.

The transition is visible in declines in TV and print advertising. Across Britain, advertising income for major broadcasters have dropped substantially in real terms since 2019.

The Creator Economy Boom

It also reflects a media convergence as large companies almost become production houses themselves, collaborating with hundreds of content creators to boost their products.

An industry expert from a leading agency 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 watching live TV or reading print.

“Many companies report to us people trust recommendations from the personalities they subscribe to compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by targeting content creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to test effectiveness.

Such methods are increasing. Advertising spending on digital creator partnerships is growing fourfold quicker than total media spending. In the US, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Despite the huge changes, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to drive countrywide discourse.

She added: “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 concerns who commands eyeballs … I think there’s 100% a place for them.”