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Originally found more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an clear candidate for social media algorithms.

However, its rise as a TikTok talking point has placed it at the forefront of an promotional upheaval, in which large companies are spending big on content creators and reducing expenditure on marketing items in conventional outlets.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who saw laborers applying to their skin with a derivative of drilling. Today, a spree of amateur-created clips have documented the product’s widespread use in “practical tricks”.

Hailed as a solution for polishing footwear 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.

Harnessing the Hype

Detecting the product’s new life online, strategists within the corporation 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 validated. Similarly supported were ideas it could prolong perfume and rejuvenate purses. Suggestions it could bleach 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. However, this online trend has led decision-makers to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been termed “social listening”. Unilever's CEO, newly named, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

A leading Unilever executive, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said interacting online “without dampening the fun” was paramount.

“How can companies join discussions credibly? This remains our core objective as brands, dating to when neighbors chatted over fences and discussing household products.

“We are witnessing a departure from a one-to-many model, where we would just send out ads … Now it’s many conversations, various groups. Changes in digital feeds means that these communities feel niche, but they’re not.

“Ensuring your product is discussed by other people, mentioned by individuals, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates profound shifts happening in audience habits, with Gen Z and millennial audiences allocating more attention to social media platforms than television, magazines or radio.

This change is evidenced by declines in TV and print advertising. Across Britain, commercial funding for major broadcasters have dropped substantially in real terms since 2019.

The Creator Economy Boom

It also reflects a media convergence as brands effectively act as media producers, collaborating with a multitude of digital creators to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences away from some legacy media and they are dedicating far more hours to digital video and image apps than they are watching live TV or reading print.

“A lot of brands are telling 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 expensive broadcast campaigns, which also permits simpler message refinement to see what works.

The approach is growing. Advertising spending on digital creator partnerships is growing fourfold quicker than total media spending. Across the United States, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to frame public debate.

The executive noted: “Among the most effective advertising investments is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”