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Originally found more than 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 popular subject on TikTok has thrust it into the lead of an promotional upheaval, where major corporations are investing heavily in content creators and putting fewer resources into marketing items in traditional media.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers using on their skin with a byproduct of the drilling process. Currently, a wave of content from users have chronicled its broad application in “life hacks”.

Hailed as a fix for dirty sneakers or extending perfume longevity, and also a remedy for creaky hinges. Users have even applied it to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Detecting the product’s new life online, marketers at Unilever boosted the tips by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the sensation of spicy food on lips were confirmed. Similarly supported were ideas it could extend fragrance and revive leather bags. Claims that it would brighten smiles or extend lashes were refuted.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to turbocharge spending on content creators.

This monitoring of online platforms to guide corporate planning has been termed “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was essential.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and sharing usage tips.

“There’s this moving away from a mass communication approach, where we would just transmit messages … Now it’s many conversations, various groups. Changes in digital feeds means that these audiences appear specific, but they’re not.

“Ensuring your product is discussed by users, recommended by peers, that is how you can build trust and relevance. Creators are critical to that. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The approach indicates profound shifts occurring in how media is consumed, with Gen Z and millennial audiences devoting greater hours to digital networks than traditional TV, print, or radio.

The shift is reflected in falling revenues for TV and print advertising. In the UK, advertising income for major broadcasters have dropped substantially in actual value since the end of the last decade.

Influencer Marketing Expansion

This further signifies a blurring of media roles as corporations essentially turn into content studios, linking up with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and their time is increasingly on digital video and image apps than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. It's an ongoing shift.”

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.

The approach is growing. Marketing investment on the creator economy is increasing four times faster than total media spending. In the US, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Even with this transformation, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to drive countrywide discourse.

She added: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”