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First identified more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline might not appear as an natural focus for online content feeds.

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an promotional upheaval, in which large companies are allocating substantial funds to content creators and putting fewer resources into marketing items in conventional outlets.

The Path from Petroleum to Platforms

First created commercially in the 1870s by scientist Robert Cheeseborough, who saw laborers applying to their skin with a byproduct of the drilling process. Today, a spree of amateur-created clips have chronicled its broad application in “life hacks”.

Hailed as a fix for dirty sneakers 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

Noticing its viral resurgence, marketers at Unilever boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the sensation of spicy food on lips were given the thumbs up. This was also the case for ideas it could prolong perfume and restore leather handbags. Proposals that it might bleach teeth or make eyelashes longer were debunked.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This tracking of digital spaces to guide corporate planning has been dubbed “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend 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? This remains our core objective as brands, back to when people were hanging out their laundry and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just broadcast out … Currently, it's countless discussions, various groups. The shift of the algorithms means that these communities feel niche, yet they are vast.

“If you can make sure your brand is shared by other people, mentioned by individuals, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

A Revolutionary Change in Media

The approach indicates dramatic transformations occurring in how media is consumed, with Gen Z and millennial audiences allocating more attention to social media platforms than legacy broadcast and print media.

The shift is reflected in drops in traditional media advertising. Within the United Kingdom, ad revenues for primary networks have dropped substantially in actual value since the end of the last decade.

The Rise of the Creator Economy

This further signifies a merging of functions as large companies almost become production houses themselves, partnering with numerous influencers to boost their products.

Leon Harlow said: “Naturally, an exodus of attention away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over large-scale legacy ad buys, which also enables easier content adjustment to test effectiveness.

This strategy is expanding. Marketing investment on the creator economy is rising at quadruple the rate than the media industry overall. In the US, it has over doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, executives said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to shape the national conversation.

She added: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It's not a matter of networks declaring: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”