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First identified more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an clear candidate for digital platform algorithms.

Yet the brand’s emergence as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, in which large companies are allocating substantial funds to content creators and putting fewer resources into marketing items in legacy broadcasters.

A Journey from Drilling to Digital

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

Promoted as a remedy for cleaning shoes or making fragrance last longer, and also a remedy for squeaky doors. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Harnessing the Hype

Noticing its viral resurgence, executives at the multinational boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and restore leather handbags. Proposals that it might bleach teeth or lengthen eyelashes were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This tracking of digital spaces to shape commercial tactics has been dubbed “social listening”. Fernando Fernández, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Evolving With Audience Behavior

The company's social media lead, who is leading the online push, said the company was merely adjusting to novel methods of engaging audiences. She said engaging on social media “without spoiling the atmosphere” was crucial.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, since the era of community gossip and talking about what they used.

“The trend is shifting from a broadcast model, where we would just broadcast out … Now it’s many conversations, various groups. Changes in digital feeds means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by consumers, recommended by peers, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

This plan mirrors seismic changes happening in audience habits, with the youth demographic spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by drops in traditional media advertising. Within the United Kingdom, ad revenues for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

The Creator Economy Boom

Additionally, it points to a media convergence as corporations essentially turn into content studios, partnering with a multitude of digital creators to enhance their items.

Leon Harlow said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they are dedicating far more hours to digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Many companies report to us consumers have more faith in suggestions from the creators they engage with compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

This strategy is expanding. Marketing investment on influencer marketing is increasing four times faster than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is forecast to attain multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Despite the huge changes, executives said they believed television commercials still played a key part to play, as networks still held the capability to drive countrywide discourse.

She added: “Among the most effective advertising investments is still major broadcast spectacles. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”