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As a product discovered over 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline could hardly be considered an natural focus for online content feeds.

Nonetheless, its ascent as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, where major corporations are spending big on content creators and putting fewer resources into promoting products in traditional media.

The Path from Petroleum to Platforms

First created commercially in the 1870s by chemist Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Currently, a wave of amateur-created clips have documented the product’s widespread use in “practical tricks”.

Promoted as a solution for polishing footwear or prolonging the scent of perfume, along with a cure for noisy doorways. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational amplified the hacks by tasking their in-house experts with verification and providing creators with the outcome data.

Claims that Vaseline reduced the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could prolong perfume and rejuvenate purses. Claims that it would brighten smiles or make eyelashes longer were refuted.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. 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”. The company's chief executive, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is heading the digital initiative, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without killing the party” was essential.

“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.

“The trend is shifting from a one-to-many model, where we would just transmit messages … Now it’s many conversations, many communities. The shift of the algorithms means that these communities feel niche, but they’re not.

“Ensuring your product is discussed by consumers, mentioned by individuals, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The strategy reflects seismic changes happening in audience habits, with younger consumers allocating more attention to social media platforms than television, magazines or radio.

The transition is visible in drops in TV and print advertising. Across Britain, ad revenues for leading TV channels have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

This further signifies a merging of functions as corporations essentially turn into content studios, partnering with a multitude of digital creators to enhance their items.

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 watching live TV or reading print.

“Numerous corporations inform us consumers have more faith in suggestions from the individuals they follow more than they trust ads. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

This strategy is expanding. Advertising spending on digital creator partnerships 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 television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

She added: “One of the highest return-on-investment media opportunities is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”