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Originally found over 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline may not seem like an natural focus for online content feeds.

However, its rise as a TikTok talking point has placed it at the forefront of an marketing transformation, in which large companies are spending big on content creators and putting fewer resources into advertising goods in traditional media.

A Journey from Drilling to Digital

First created commercially in the 1870s by scientist Robert Cheeseborough, who saw laborers using on their skin with a byproduct of the drilling process. Now, a flood of content from users have chronicled its broad application in “practical tricks”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, as well as a fix for squeaky doors. It has even been deployed to combat the nuisance of snack dust adhering to hands.

Harnessing the Hype

Detecting the product’s new life online, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the sting of chili on the mouth were confirmed. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Proposals that it might brighten smiles or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. However, this online trend has persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to guide corporate planning has been dubbed “social listening”. Unilever's CEO, freshly instated, has indicated the goal is to spend a full fifty percent of its huge ad budget on platform-based material.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was merely adjusting to novel methods of reaching consumers. She said engaging on social media “without dampening the fun” was paramount.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just broadcast out … Today, it's numerous dialogues, diverse communities. Changes in digital feeds means that these groups seem specialized, yet they are vast.

“Having your brand advocated by other people, talked about by other people, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors dramatic transformations taking place in media consumption, with younger consumers allocating more attention to social media platforms than television, magazines or radio.

This change is evidenced by declines in traditional media advertising. Within the United Kingdom, advertising income for leading TV channels have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Creator Economy Boom

Additionally, it points to a merging of functions as brands effectively act as media producers, linking up with hundreds of content creators to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers from conventional channels and they are dedicating far more hours to Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the personalities they subscribe to more than they trust ads. That’s a consistent trend.”

He said brands could also save money by focusing on influencers over big traditional media campaigns, which also permits simpler message refinement to test effectiveness.

This strategy is expanding. Advertising spending on the creator economy is increasing four times faster than the media industry overall. In the US, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

TV's Lasting Role

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to drive countrywide discourse.

She added: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”