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As a product discovered over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline may not seem like an clear candidate for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has positioned it at the vanguard of an promotional upheaval, in which large companies are investing heavily in content creators and devoting less capital to promoting products in traditional media.

The Path from Petroleum to Platforms

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Currently, a wave of amateur-created clips have recorded its extensive utilization in “practical tricks”.

Promoted as a solution for polishing footwear or making fragrance last longer, along with a cure for noisy doorways. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

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

Claims that Vaseline reduced the burn from hot food on the lips were given the thumbs up. So too were ideas it could extend fragrance and rejuvenate purses. Suggestions it could whiten teeth or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This monitoring of online platforms to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, recently appointed, has stated the intention is to spend a full fifty percent of its huge ad budget on platform-based material.

Shifting to Modern Engagement

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of reaching consumers. She said engaging on social media “without killing the party” was paramount.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a broadcast model, where we would just broadcast out … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these groups seem specialized, but they’re not.

“If you can make sure your brand is shared by consumers, talked about by other people, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Seismic Media Shift

The approach indicates profound shifts occurring in how media is consumed, with Gen Z and millennial audiences allocating more attention to digital networks than television, magazines or radio.

The transition is visible in drops in broadcast and newspaper ads. Across Britain, advertising income for primary networks have fallen by more than £600m in real terms since 2019.

The Rise of the Creator Economy

It also reflects a blurring of media roles as corporations essentially turn into content studios, partnering with a multitude of digital creators to enhance their items.

Leon Harlow said: “Naturally, an exodus of attention out of certain traditional media outlets and they are dedicating far more hours to Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us people trust recommendations from the personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

He said brands could also save money by targeting content creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to gauge performance.

Such methods are increasing. Marketing investment on the creator economy is rising at quadruple the rate than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, experts said they believed broadcast ads retained significant importance to play, as networks still held the capability to frame public debate.

Sykes said: “A top-tier ROI marketing event is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”