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Originally found more than 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline may not seem like an obvious target for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has thrust it into the lead of an advertising revolution, in which large companies are allocating substantial funds to content creators and reducing expenditure on marketing items in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers using on their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have chronicled its broad application in “life hacks”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, along with a cure for squeaky doors. It has even been deployed to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever 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 sting of chili on the mouth were given the thumbs up. This was also the case for ideas it could prolong perfume and restore leather handbags. Proposals that it might brighten smiles or make eyelashes longer were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have dominated Unilever’s advertising drive. However, this online trend has led decision-makers to ramp up funding for content creators.

This tracking of digital spaces to inform business strategy has been labeled “social listening”. Fernando Fernández, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without killing the party” was crucial.

“How do brands authentically become part of the conversation? This remains our core objective as brands, since the era of community gossip and talking about what they used.

“The trend is shifting from a broadcast model, where we would just transmit messages … Today, it's numerous dialogues, many communities. The evolution of platform 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 Seismic Media Shift

The approach indicates dramatic transformations occurring in how media is consumed, with the youth demographic allocating more attention to digital networks than traditional TV, print, or radio.

The shift is reflected in declines in broadcast and newspaper ads. Across Britain, advertising income for leading TV channels have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

It also reflects a media convergence as brands effectively act as media producers, linking up with numerous influencers to enhance their items.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences away from some legacy media and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us audiences believe endorsements 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 expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

The approach is growing. Promotional expenditure on digital creator partnerships is growing fourfold quicker than total media spending. Stateside, it has over doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed TV advertising still had a prominent role to play, as networks still held the capability to drive countrywide discourse.

Sykes said: “One of the highest return-on-investment media opportunities is still 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.”