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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline might not appear as an clear candidate for online content feeds.

However, its rise as a viral TikTok topic has positioned it at the vanguard of an advertising revolution, seeing big businesses allocating substantial funds to content creators and devoting less capital to advertising goods in conventional outlets.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who saw laborers applying to their skin with a byproduct of the drilling process. Today, a spree of amateur-created clips have documented the product’s widespread use in “life hacks”.

Promoted as a fix for dirty sneakers or making fragrance last longer, along with a cure for squeaky doors. Users have even applied it to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

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

Claims that Vaseline reduced the burn from hot food on the lips were validated. Similarly supported were ideas it could extend fragrance and revive leather bags. Proposals that it might brighten smiles or extend lashes were refuted.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to ramp up funding for content creators.

This monitoring of online platforms to guide corporate planning has been termed “social listening”. The company's chief executive, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said interacting online “without killing the party” was paramount.

“How do brands authentically become part of the conversation? This remains our core objective as brands, back to when people were hanging out their laundry and discussing household products.

“We are witnessing a departure from a mass communication approach, where we would just transmit messages … Today, it's numerous dialogues, diverse communities. The shift of the algorithms means that these audiences appear specific, however, they are large.

“Having your brand advocated by users, mentioned by individuals, this builds credibility and connection. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

This plan mirrors seismic changes taking place in media consumption, with younger consumers spending more time on social media platforms than traditional TV, print, or radio.

This change is evidenced by declines in TV and print advertising. Across Britain, advertising income for primary networks have dropped substantially in actual value since the end of the last decade.

Influencer Marketing Expansion

Additionally, it points to a merging of functions as corporations essentially turn into content studios, 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 out of certain traditional media outlets and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the personalities they subscribe to over traditional advertisements. It's an ongoing shift.”

He added firms may also cut expenditures by focusing on influencers over expensive broadcast campaigns, which also enables easier content adjustment to gauge performance.

Such methods are increasing. Promotional expenditure on the creator economy is rising at quadruple the rate than the media industry overall. Across the United States, it has more than doubled since 2021 and is projected to reach substantial figures in 2025.

TV's Lasting Role

Despite the huge changes, executives said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

The executive noted: “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.”