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Originally found over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline could hardly be considered an obvious target 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 spending big on content creators and putting fewer resources into advertising goods in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Now, a flood of user-generated videos have recorded its extensive utilization in “practical tricks”.

Hailed as a fix for dirty sneakers or extending perfume longevity, along with a cure for squeaky doors. It has even been deployed to combat the nuisance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, marketers at Unilever 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 extend fragrance and revive leather bags. Claims that it would bleach teeth or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. However, this online trend has led decision-makers to ramp up funding for content creators.

This tracking of digital spaces to inform business strategy has been labeled “social listening”. The company's chief executive, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was just evolving with contemporary approaches of reaching consumers. She said interacting online “without spoiling the atmosphere” was essential.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, back to when people were hanging out their laundry and discussing household products.

“We are witnessing a departure 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, however, they are large.

“If you can make sure your brand is shared by users, recommended by peers, that is how you can build trust and relevance. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The strategy reflects seismic changes occurring in how media is consumed, with the youth demographic devoting greater hours to digital networks than legacy broadcast and print media.

The shift is reflected in drops in traditional media advertising. In the UK, commercial funding for leading TV channels have dropped substantially in actual value since the end of the last decade.

The Rise of the Creator Economy

It also reflects a media convergence as corporations essentially turn into content studios, partnering with a multitude of digital creators to promote their goods.

Leon Harlow said: “Naturally, an exodus of attention 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.

“Many companies report to us consumers have more faith in suggestions from the individuals they follow more than they trust ads. It's an ongoing shift.”

He said brands could also save money by investing in creators over large-scale legacy ad buys, which also enables easier content adjustment to see what works.

This strategy is expanding. Promotional expenditure on digital creator partnerships is growing fourfold quicker than the media industry overall. In the US, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Despite the huge changes, executives said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

The executive noted: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”