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First identified over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an obvious target for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an marketing transformation, where major corporations are allocating substantial funds to content creators and putting fewer resources into promoting products in conventional outlets.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Today, a spree of user-generated videos have recorded its extensive utilization in “everyday tips”.

Hailed as a solution for polishing footwear or extending perfume longevity, along with a cure for noisy doorways. Its use has even extended to stop the scourge of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational enhanced the tricks by asking their own scientists to test them and letting the content creators in on the results.

Assertions that it diminished the burn from hot food on the lips were confirmed. So too were ideas it could lengthen scent duration and rejuvenate purses. Claims that it would bleach teeth or extend lashes were refuted.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This observation of social channels to guide corporate planning has been dubbed “social listening”. Fernando Fernández, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

A leading Unilever executive, who is spearheading the social media effort, said the company was simply adapting to new ways of engaging audiences. She said interacting online “without killing the party” was paramount.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, back to when people were hanging out their laundry and sharing usage tips.

“There’s this moving away from a broadcast model, where we would just broadcast out … Now it’s many conversations, diverse communities. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“If you can make sure your brand is shared by consumers, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

The strategy reflects profound shifts occurring in how media is consumed, with younger consumers spending more time on apps like TikTok and Instagram than legacy broadcast and print media.

This change is evidenced by declines in TV and print advertising. Across Britain, ad revenues for major broadcasters have dropped substantially in real terms since 2019.

The Creator Economy Boom

This further signifies a merging of functions as brands effectively act as media producers, collaborating with hundreds of content creators to enhance their items.

A commercial director at a major talent agency said: “Naturally, an exodus of attention from conventional channels and their time is increasingly on digital video and image apps than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us people trust recommendations from the personalities they subscribe to over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by investing in creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to gauge performance.

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 projected to reach multi-billion dollar sums in 2025.

TV's Lasting Role

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to frame public debate.

Sykes said: “A top-tier ROI marketing event is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”