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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 obvious target for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has positioned it at the vanguard of an promotional upheaval, seeing big businesses spending big on content creators and devoting less capital to advertising goods in legacy broadcasters.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Now, a flood of amateur-created clips have chronicled its broad application in “practical tricks”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, and also a remedy for creaky hinges. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever enhanced the tricks by tasking their in-house experts with verification and providing creators with the outcome data.

Suggestions that it lessened the sensation of spicy food on lips were confirmed. This was also the case for ideas it could lengthen scent duration and restore leather handbags. Claims that it would brighten smiles or make eyelashes longer were refuted.

The ‘Digital Ear’ Approach

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

This observation of social channels to guide corporate planning has been termed “social listening”. Unilever's CEO, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without dampening the fun” was essential.

“How can companies join discussions credibly? This remains our core objective as brands, back to when people were hanging out their laundry and sharing usage tips.

“There’s this moving away from a broadcast model, where we would just broadcast out … Now it’s many conversations, many communities. The evolution of platform algorithms 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. Influencers are vital for this. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The strategy reflects seismic changes happening in audience habits, with Gen Z and millennial audiences spending more time on digital networks than traditional TV, print, or radio.

This change is evidenced by declines in broadcast and newspaper ads. In the UK, commercial funding for leading TV channels have fallen by more than £600m in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a merging of functions as brands effectively act as media producers, collaborating with hundreds of content creators to enhance their items.

Leon Harlow said: “Naturally, an exodus of attention away from some legacy media and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us audiences believe endorsements from the personalities they subscribe to more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by targeting content creators over large-scale legacy ad buys, which also permits simpler message refinement to see what works.

Such methods are increasing. Marketing investment on the creator economy is rising at quadruple the rate than the media industry overall. In the US, it has more than doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

TV's Lasting Role

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

Sykes said: “Among the most effective advertising investments is still the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”