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First identified more than 150 years ago on a Pennsylvania oilfield, 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 positioned it at the vanguard of an advertising revolution, where major corporations are investing heavily in content creators and putting fewer resources into advertising goods in conventional outlets.

A Journey from Drilling to Digital

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers using on their skin with a residue from oil extraction. Now, a flood of content from users have documented the product’s widespread use in “life hacks”.

It has been touted as a remedy for cleaning shoes or extending perfume longevity, along with a cure for noisy doorways. It has even been deployed to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

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 burn from hot food on the lips were validated. So too were ideas it could extend fragrance and rejuvenate purses. Suggestions it could whiten teeth or lengthen eyelashes were disproven.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. Fernando Fernández, newly named, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Evolving With Audience Behavior

Selina Sykes, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said participating on platforms “without killing the party” was crucial.

“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 sharing usage tips.

“The trend is shifting from a mass communication approach, where we would just transmit messages … Today, it's numerous dialogues, diverse communities. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“Ensuring your product is discussed by consumers, recommended by peers, this builds credibility and connection. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The strategy reflects profound shifts happening in audience habits, with the youth demographic allocating more attention to digital networks than traditional TV, print, or radio.

The shift is reflected in falling revenues for traditional media advertising. Across Britain, ad revenues for leading TV channels have dropped substantially in actual value since the end of the last decade.

The Rise of the Creator Economy

This further signifies a media convergence as large companies almost become production houses themselves, linking up with numerous influencers to enhance their items.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us audiences believe endorsements from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He added firms may also cut expenditures by investing in creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to test effectiveness.

Such methods are increasing. Marketing investment on digital creator partnerships is increasing four times faster than the broader media sector. In the US, it has more than doubled since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to drive countrywide discourse.

The executive noted: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”