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As a product discovered more than 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline might not appear as an obvious target for online content feeds.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an promotional upheaval, in which large companies are spending big on content creators and reducing expenditure on marketing items in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a residue from oil extraction. Today, a spree of amateur-created clips have recorded its extensive utilization in “life hacks”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for squeaky doors. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the burn from hot food on the lips were given the thumbs up. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Claims that it would bleach teeth or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have been the cornerstone of its marketing push. However, this online trend has helped convince executives to ramp up funding for content creators.

This tracking of digital spaces to inform business strategy has been dubbed “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of connecting with customers. She said interacting online “without spoiling the atmosphere” was paramount.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, since the era of community gossip and discussing household products.

“There’s this moving away from a broadcast model, where we would just send out ads … Now it’s many conversations, diverse communities. The shift of the algorithms means that these audiences appear specific, but they’re not.

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

A Seismic Media Shift

This plan mirrors seismic changes occurring in how media is consumed, with younger consumers devoting greater hours to social media platforms than legacy broadcast and print media.

The shift is reflected in falling revenues for broadcast and newspaper ads. Within the United Kingdom, advertising income for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

This further signifies a blurring of media roles as brands effectively act as media producers, linking up with hundreds of content creators to boost their products.

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 viewing scheduled television or reading physical magazines.

“Many companies report to us consumers have more faith in suggestions from the personalities they subscribe to over traditional advertisements. This is a persistent pattern.”

He added firms may also cut expenditures by targeting content creators over large-scale legacy ad buys, which also permits simpler message refinement to see what works.

The approach is growing. Advertising spending on digital creator partnerships is increasing four times faster than the broader media sector. Across the United States, it has more than doubled since 2021 and is projected to reach substantial figures in 2025.

Traditional Media's Continued Place

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to frame public debate.

She added: “A top-tier ROI marketing event is still major broadcast spectacles. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”