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As a product discovered more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline could hardly be considered an natural focus for online content feeds.

However, its rise as a viral TikTok topic has positioned it at the vanguard of an promotional upheaval, in which large companies are investing heavily in content creators and putting fewer resources into marketing items in traditional media.

The Path from Petroleum to Platforms

First created commercially in the 1870s by chemist Robert Cheeseborough, who saw laborers applying to their skin with a byproduct of the drilling process. Currently, a wave of user-generated videos have documented the product’s widespread use in “practical tricks”.

Hailed as a solution for polishing footwear or extending perfume longevity, as well as a fix for creaky hinges. Users have even applied it to prevent the annoyance of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were given the thumbs up. This was also the case for ideas it could lengthen scent duration and revive leather bags. Proposals that it might brighten smiles or lengthen eyelashes were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. However, this online trend has led decision-makers to turbocharge spending on content creators.

This tracking of digital spaces to guide corporate planning has been termed “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

The company's social media lead, who is leading the online push, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without killing the party” was essential.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, since the era of community gossip and discussing household products.

“The trend is shifting from a one-to-many model, where we would just send out ads … Today, it's numerous dialogues, many communities. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by other people, mentioned by individuals, that is how you can build trust and relevance. Creators are critical to that. We are expanding this endorsement system.”

A Seismic Media Shift

This plan mirrors dramatic transformations taking place in media consumption, with younger consumers allocating more attention to apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in drops in traditional media advertising. Across Britain, commercial funding for primary networks have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

It also reflects a merging of functions as brands effectively act as media producers, partnering with numerous influencers to promote their goods.

Leon Harlow said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they are dedicating far more hours to digital video and image apps than they are viewing scheduled television or reading physical magazines.

“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 noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

The approach is growing. Advertising spending on influencer marketing is rising at quadruple the rate than the broader media sector. Stateside, it has increased by over 100% since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

Even with this transformation, industry figures 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.

She added: “A top-tier ROI marketing event is still major broadcast spectacles. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”