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Originally found over 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline could hardly be considered an natural focus for social media algorithms.

Yet the brand’s emergence as a viral TikTok topic has positioned it at the vanguard of an promotional upheaval, in which large companies are allocating substantial funds to content creators and reducing expenditure on marketing items in traditional media.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Currently, a wave of amateur-created clips have recorded its extensive utilization in “practical tricks”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for creaky hinges. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Leveraging the Buzz

Spotting its digital renaissance, 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 sting of chili on the mouth were confirmed. So too were ideas it could prolong perfume and restore leather handbags. Proposals that it might brighten smiles or make eyelashes longer were disproven.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. However, this online trend has helped convince executives to ramp up funding for content creators.

This observation of social channels to guide corporate planning has been dubbed “social listening”. Unilever's CEO, freshly instated, has suggested it is aiming to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was simply adapting to new ways of engaging audiences. She said engaging on social media “without dampening the fun” was paramount.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a mass communication approach, where we would just send out ads … Currently, it's countless discussions, various groups. The evolution of platform algorithms means that these communities feel niche, however, they are large.

“If you can make sure your brand is shared by other people, mentioned by individuals, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations occurring in how media is consumed, with younger consumers spending more time on apps like TikTok and Instagram than television, magazines or radio.

The shift is reflected in falling revenues for broadcast and newspaper ads. Within the United Kingdom, advertising income for primary networks have declined by over six hundred million pounds in actual value since the end of the last decade.

The Creator Economy Boom

It also reflects a blurring of media roles as large companies almost become production houses themselves, partnering with numerous influencers to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the creators they engage with more than they trust ads. This is a persistent pattern.”

He added firms may also cut expenditures by targeting content creators over large-scale legacy ad buys, which also permits simpler message refinement to gauge performance.

The approach is growing. Promotional expenditure on influencer marketing is growing fourfold quicker than the broader media sector. In the US, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

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

Sykes said: “A top-tier ROI marketing event is still the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ The focus is on who seizes focus … I think there’s 100% a place for them.”