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As a product discovered over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline may not seem like an natural focus for online content feeds.

Nonetheless, its ascent as a popular subject on TikTok has thrust it into the lead of an promotional upheaval, in which large companies are allocating substantial funds to content creators and putting fewer resources into promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

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

Hailed as a fix for dirty sneakers or making fragrance last longer, as well as a fix for creaky hinges. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational boosted the tips by asking their own scientists to test them and letting the content creators in on the results.

Assertions that it diminished the sensation of spicy food on lips were validated. So too were ideas it could lengthen scent duration and restore leather handbags. Suggestions it could whiten teeth or extend lashes were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. The company's chief executive, newly named, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

A leading Unilever executive, who is heading the digital initiative, said the company was simply adapting to new ways of engaging audiences. She said participating on platforms “without killing the party” was paramount.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and talking about what they used.

“We are witnessing a departure from a mass communication approach, where we would just transmit messages … Today, it's numerous dialogues, many communities. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“Having your brand advocated by consumers, mentioned by individuals, that is how you can build trust and relevance. Influencers are vital for this. We are expanding this endorsement system.”

A Revolutionary Change in Media

The approach indicates dramatic transformations happening in audience habits, with the youth demographic devoting greater hours to apps like TikTok and Instagram than legacy broadcast and print media.

The shift is reflected in declines in TV and print advertising. In the UK, commercial funding for leading TV channels have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Creator Economy Boom

This further signifies a blurring of media roles as large companies almost become production houses themselves, partnering with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels and they are dedicating far more hours to Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us consumers have more faith in suggestions from the personalities they subscribe to over traditional advertisements. It's an ongoing shift.”

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

The approach is growing. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than the broader media sector. Stateside, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to shape the national conversation.

The executive noted: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”