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First identified over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an obvious target for online content feeds.

Yet the brand’s emergence as a TikTok talking point has thrust it into the lead of an marketing transformation, seeing big businesses investing heavily in content creators and putting fewer resources into advertising goods in traditional media.

A Journey from Drilling to Digital

First created commercially in the 1870s by scientist Robert Cheeseborough, who saw laborers rubbing their skin with a derivative of drilling. Now, a flood of amateur-created clips have recorded its extensive utilization in “practical tricks”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for creaky hinges. It has even been deployed to stop the scourge of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation enhanced the tricks by having their research teams evaluate the claims and providing creators with the outcome data.

Assertions that it diminished the sting of chili on the mouth were confirmed. This was also the case for ideas it could lengthen scent duration and rejuvenate purses. Claims that it would bleach teeth or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This monitoring of online platforms to inform business strategy has been labeled “social listening”. Fernando Fernández, newly named, has indicated the goal is to spend a full fifty percent of its huge ad budget on social media content.

Shifting to Modern Engagement

The company's social media lead, who is heading the digital initiative, said the company was simply adapting to new ways of reaching consumers. She said interacting online “without spoiling the atmosphere” was crucial.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and sharing usage tips.

“There’s this moving away from a mass communication approach, where we would just broadcast out … Today, it's numerous dialogues, diverse communities. The shift of the algorithms means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by users, mentioned by individuals, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

This plan mirrors profound shifts occurring in how media is consumed, with Gen Z and millennial audiences allocating more attention to apps like TikTok and Instagram than legacy broadcast and print media.

The shift is reflected in falling revenues for broadcast and newspaper ads. Across Britain, commercial funding for primary networks have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a media convergence as large companies almost become production houses themselves, linking up with hundreds of content creators to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels and they are dedicating far more hours to Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us people trust recommendations from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

The approach is growing. Advertising spending on influencer marketing 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 multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Despite the huge changes, industry figures said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to drive countrywide discourse.

Sykes said: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”