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As a product discovered over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an clear candidate for online content feeds.

Nonetheless, its ascent as a popular subject on TikTok has placed it at the forefront of an advertising revolution, seeing big businesses spending big on content creators and reducing expenditure on advertising goods in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have documented the product’s widespread use in “practical tricks”.

It has been touted as a fix for dirty sneakers or making fragrance last longer, and also a remedy for creaky hinges. It has even been deployed to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever boosted the tips by asking their own scientists to test them and providing creators with the outcome data.

Suggestions that it lessened the burn from hot food on the lips were given the thumbs up. This was also the case for ideas it could lengthen scent duration and revive leather bags. Proposals that it might whiten teeth or make eyelashes longer were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has led decision-makers to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. Fernando Fernández, newly named, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

A leading Unilever executive, who is heading the digital initiative, said the company was just evolving with contemporary approaches of engaging audiences. She said engaging on social media “without spoiling the atmosphere” was crucial.

“How do brands authentically become part of the conversation? This remains our core objective as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a mass communication approach, where we would just transmit messages … Currently, it's countless discussions, various groups. The shift of the algorithms means that these groups seem specialized, however, they are large.

“Ensuring your product is discussed by consumers, mentioned by individuals, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates seismic changes 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 drops in broadcast and newspaper ads. In the UK, ad revenues for primary networks have dropped substantially in actual value since the end of the last decade.

The Rise of the Creator Economy

It also reflects a blurring of media roles as corporations essentially turn into content studios, linking up with a multitude of digital 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 their time is increasingly on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

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

He added firms may also cut expenditures by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

This strategy is expanding. Marketing investment on influencer marketing is growing fourfold quicker than the broader media sector. Across the United States, it has over doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

TV's Lasting Role

Regardless of the massive shift, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to frame public debate.

Sykes said: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”