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Originally found over 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline could hardly be considered an natural focus for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an promotional upheaval, where major corporations are investing heavily in content creators and reducing expenditure on marketing items in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Currently, a wave of user-generated videos have chronicled its broad application in “life hacks”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for noisy doorways. It has even been deployed to combat the nuisance of chip seasoning clinging to fingers.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational amplified the hacks by asking their own scientists to test them and letting the content creators in on the results.

Assertions that it diminished the sting of chili on the mouth were given the thumbs up. This was also the case for ideas it could lengthen scent duration and revive leather bags. Claims that it would brighten smiles or extend lashes were refuted.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. However, this online trend has persuaded leaders to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

A leading Unilever executive, who is leading the online push, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without dampening the fun” was crucial.

“How do brands authentically become part of the conversation? This remains our core objective as brands, since the era of community gossip and talking about what they used.

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

“Having your brand advocated by other people, talked about by other people, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The strategy reflects seismic changes happening in audience habits, with the youth demographic spending more time on social media platforms than television, magazines or radio.

The shift is reflected in declines in traditional media advertising. Across Britain, ad revenues for primary networks have fallen by more than £600m in actual value since the end of the last decade.

Influencer Marketing Expansion

It also reflects a media convergence as corporations essentially turn into content studios, partnering 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 watching live TV or reading print.

“Many companies report to us people trust recommendations from the individuals they follow over traditional advertisements. This is a persistent pattern.”

He noted companies can reduce costs by investing in creators over large-scale legacy ad buys, which also permits simpler message refinement to test effectiveness.

This strategy is expanding. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than the broader media sector. In the US, it has over doubled since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to frame public debate.

She added: “A top-tier ROI marketing event is still the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”