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As a product discovered more than 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline might not appear as an natural focus for online content feeds.

Yet the brand’s emergence as a popular subject on TikTok has positioned it at the vanguard of an promotional upheaval, where major corporations are allocating substantial funds to content creators and putting fewer resources into promoting products in conventional outlets.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers applying to their skin with a residue from oil extraction. Currently, a wave of content from users have recorded its extensive utilization in “life hacks”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, as well as a fix for noisy doorways. It has even been deployed to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, strategists within the corporation boosted the tips by asking their own scientists to test them and sharing the findings with influencers.

Assertions that it diminished the sting of chili on the mouth were validated. This was also the case for ideas it could prolong perfume and restore leather handbags. Suggestions it could brighten smiles or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

Selina Sykes, who is spearheading the social media effort, said the company was merely adjusting to novel methods of engaging audiences. She said participating on platforms “without killing the party” was crucial.

“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 talking about what they used.

“We are witnessing a departure from a mass communication approach, where we would just broadcast out … Today, it's numerous dialogues, various groups. The shift of the algorithms means that these groups seem specialized, yet they are vast.

“Having your brand advocated by users, mentioned by individuals, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The strategy reflects profound shifts occurring in how media is consumed, with Gen Z and millennial audiences devoting greater hours to digital networks than legacy broadcast and print media.

The shift is reflected in declines in TV and print advertising. In the UK, ad revenues for leading TV channels have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

It also reflects a blurring of media roles as large companies almost become production houses themselves, linking up with a multitude of digital creators to enhance their items.

A commercial director at a major talent agency said: “Naturally, an exodus of attention out of certain traditional media outlets and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us consumers have more faith in suggestions from the creators they engage with more than they trust ads. This is a persistent pattern.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also allows them to tweak their content more easily to gauge performance.

Such methods are increasing. Advertising spending on digital creator partnerships is increasing four times faster than total media spending. Across the United States, it has over doubled since 2021 and is projected to reach substantial figures in 2025.

Traditional Media's Continued Place

Despite the huge changes, executives said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to shape the national conversation.

The executive noted: “A top-tier ROI marketing event is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I think there’s 100% a place for them.”