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First identified more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an clear candidate for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has positioned it at the vanguard of an promotional upheaval, where major corporations are spending big on content creators and putting fewer resources into marketing items in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a derivative of drilling. Now, a flood of amateur-created clips have documented the product’s widespread use in “life hacks”.

Hailed as a fix for dirty sneakers or extending perfume longevity, and also a remedy for noisy doorways. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational amplified the hacks by tasking their in-house experts with verification and providing creators with the outcome data.

Assertions that it diminished the sting of chili on the mouth were confirmed. So too were ideas it could prolong perfume and rejuvenate purses. Claims that it would bleach teeth or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has helped convince executives to dramatically increase investment in content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. Unilever's CEO, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Evolving With Audience Behavior

A leading Unilever executive, who is spearheading the social media effort, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without killing the party” was essential.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just send out ads … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“If you can make sure your brand is shared by consumers, talked about by other people, that fosters reliability and pertinence. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

This plan mirrors profound shifts occurring in how media is consumed, with Gen Z and millennial audiences devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

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

The Rise of the Creator Economy

Additionally, it points to a media convergence as corporations essentially turn into content studios, collaborating with hundreds of content creators to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and they’re spending a lot more time on digital video and image apps than they are watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the individuals they follow more than they trust ads. It's an ongoing shift.”

He said brands could also save money by focusing on influencers over big traditional media campaigns, which also permits simpler message refinement to test effectiveness.

Such methods are increasing. Marketing investment on digital creator partnerships is growing fourfold quicker than total media spending. Across the United States, it has over doubled since 2021 and is expected to hit tens of billions in 2025.

TV's Lasting Role

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

The executive noted: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I think there’s 100% a place for them.”