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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, 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 placed it at the forefront of an advertising revolution, in which large companies are investing heavily in content creators and putting fewer resources into marketing items in legacy broadcasters.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a derivative of drilling. Today, a spree of content from users have chronicled its broad application in “practical tricks”.

Hailed as a fix for dirty sneakers or making fragrance last longer, along with a cure for creaky hinges. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, marketers at Unilever amplified the hacks by tasking their in-house experts with verification and sharing the findings with influencers.

Claims that Vaseline reduced the burn from hot food on the lips were validated. So too were ideas it could extend fragrance and rejuvenate purses. Claims that it would whiten teeth or make eyelashes longer were disproven.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. However, this online trend has led decision-makers to turbocharge spending on content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. The company's chief executive, recently appointed, has indicated the goal is to spend a full fifty percent of its huge ad budget on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said engaging on social media “without dampening the fun” was essential.

“How do brands authentically become part of the conversation? This remains our core objective as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting 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.

“Having your brand advocated by consumers, talked about by other people, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The strategy reflects profound shifts occurring in how media is consumed, with the youth demographic allocating more attention to digital networks than television, magazines or radio.

This change is evidenced by drops in TV and print advertising. Within the United Kingdom, commercial funding for primary networks have fallen by more than £600m in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a media convergence as large companies almost become production houses themselves, partnering with numerous influencers to promote their goods.

Leon Harlow 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 watching live TV or reading print.

“Many companies report to us people trust recommendations from the individuals they follow more than they trust ads. This is a persistent pattern.”

He said brands could also save money by targeting content creators over large-scale legacy ad buys, which also enables easier content adjustment to test effectiveness.

Such methods are increasing. Promotional expenditure on the creator economy is growing fourfold quicker than the broader media sector. Across the United States, it has increased by over 100% since 2021 and is forecast to attain multi-billion dollar sums in 2025.

TV's Lasting Role

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

The executive noted: “Among the most effective advertising investments is still the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”