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First identified over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like 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, where major corporations are investing heavily in content creators and putting fewer resources into promoting products in conventional outlets.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who saw laborers applying to their skin with a byproduct of the drilling process. Currently, a wave of amateur-created clips have documented the product’s widespread use in “everyday tips”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for creaky hinges. Users have even applied it to prevent the annoyance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational amplified the hacks by tasking their in-house experts with verification and letting the content creators in on the results.

Assertions that it diminished the sting of chili on the mouth were confirmed. So too were ideas it could extend fragrance and revive leather bags. Suggestions it could whiten teeth or extend lashes were refuted.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. Unilever's CEO, freshly instated, has suggested it is aiming to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of reaching consumers. She said participating on platforms “without spoiling the atmosphere” was paramount.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, back to when people were hanging out their laundry and discussing household products.

“The trend is shifting from a one-to-many model, where we would just transmit messages … Now it’s many conversations, diverse communities. Changes in digital feeds means that these groups seem specialized, however, they are large.

“Having your brand advocated by users, talked about by other people, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

A Revolutionary Change in Media

This plan mirrors dramatic transformations happening in audience habits, with younger consumers spending more time on social media platforms than traditional TV, print, or radio.

The transition is visible in declines in broadcast and newspaper ads. In the UK, commercial funding for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a merging of functions as large companies almost become production houses themselves, partnering with numerous influencers to enhance their items.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us consumers have more faith in suggestions from the personalities they subscribe to more than they trust ads. It's an ongoing shift.”

He said brands could also save money by focusing on influencers over large-scale legacy ad buys, which also permits simpler message refinement to gauge performance.

The approach is growing. Marketing investment on influencer marketing is increasing four times faster than the media industry overall. Stateside, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

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

She added: “Among the most effective advertising investments is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ The focus is on who seizes focus … I think there’s 100% a place for them.”