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Originally found more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an clear candidate for online content feeds.

Yet the brand’s emergence as a popular subject on TikTok has thrust it into the lead of an marketing transformation, seeing big businesses investing heavily in content creators and devoting less capital to advertising goods in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Now, a flood of user-generated videos have documented the product’s widespread use in “everyday tips”.

Promoted as a solution for polishing footwear or extending perfume longevity, and also a remedy for noisy doorways. Its use has even extended to stop the scourge of crisp flavouring sticking to fingers.

Harnessing the Hype

Spotting its digital renaissance, strategists within the corporation enhanced the tricks by asking their own scientists to test them and providing creators with the outcome data.

Suggestions that it lessened the sting of chili on the mouth were confirmed. This was also the case for ideas it could prolong perfume and restore leather handbags. Suggestions it could bleach teeth or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. Yet this viral episode has helped convince executives to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, newly named, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Adapting to New Consumer Habits

A leading Unilever executive, who is heading the digital initiative, said the company was merely adjusting to novel methods of connecting with customers. She said participating on platforms “without killing the party” was paramount.

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and talking about what they used.

“There’s this moving away from a mass communication approach, where we would just transmit messages … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“Ensuring your product is discussed by users, recommended by peers, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates profound shifts taking place in media consumption, with the youth demographic devoting greater hours to digital networks than legacy broadcast and print media.

The transition is visible in declines in traditional media advertising. In the UK, ad revenues for major broadcasters have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

This further signifies a merging of functions as corporations essentially turn into content studios, linking up with a multitude of digital creators to enhance their items.

Leon Harlow said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they’re spending a lot more time on digital video and image apps than they are watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the creators they engage with more than they trust ads. It's an ongoing shift.”

He noted companies can reduce costs by focusing on influencers over big traditional media campaigns, which also allows them to tweak their content more easily to test effectiveness.

Such methods are increasing. Marketing investment on digital creator partnerships is increasing four times faster than total media spending. In the US, 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 television commercials still played a key part to play, as networks still held the capability to drive countrywide discourse.

She added: “Among the most effective advertising investments is still the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”