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Originally found more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an natural focus for online content feeds.

However, its rise as a viral TikTok topic has placed it at the forefront of an marketing transformation, seeing big businesses investing heavily in content creators and devoting less capital to advertising goods 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 rubbing their skin with a residue from oil extraction. Today, a spree of user-generated videos have chronicled its broad application in “practical tricks”.

Promoted as a fix for dirty sneakers or making fragrance last longer, and also a remedy for squeaky doors. Users have even applied it to stop the scourge of crisp flavouring sticking to fingers.

Leveraging the Buzz

Detecting the product’s new life online, 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 sensation of spicy food on lips were confirmed. So too were ideas it could prolong perfume and rejuvenate purses. Suggestions it could whiten teeth or extend lashes were disproven.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This monitoring of online platforms to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, recently appointed, has indicated the goal is to spend a full fifty percent of its huge ad budget on platform-based material.

Shifting to Modern Engagement

The company's social media lead, who is heading the digital initiative, said the company was simply adapting to new ways of engaging audiences. She said interacting online “without dampening the fun” 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 sharing usage tips.

“We are witnessing a departure from a mass communication approach, where we would just transmit messages … Currently, it's countless discussions, diverse communities. Changes in digital feeds means that these communities feel niche, but they’re not.

“Having your brand advocated by consumers, mentioned by individuals, that is how you can build trust and relevance. Influencers are vital for this. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects seismic changes occurring in how media is consumed, with the youth demographic allocating more attention to apps like TikTok and Instagram than television, magazines or radio.

The transition is visible in drops in broadcast and newspaper ads. Across Britain, commercial funding for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

It also reflects a media convergence as brands effectively act as media producers, collaborating with a multitude of digital creators to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us audiences believe endorsements from the creators they engage with compared to commercial messages. That’s a consistent trend.”

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

The approach is growing. Promotional expenditure on digital creator partnerships is growing fourfold quicker than the broader media sector. Stateside, it has more than doubled since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed television commercials still played a key part to play, as networks still held the capability to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”