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First identified more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an obvious target for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an advertising revolution, where major corporations are investing heavily in content creators and devoting less capital to advertising goods in conventional outlets.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a residue from oil extraction. Now, a flood of content from users have documented the product’s widespread use in “practical tricks”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, 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, marketers at Unilever enhanced the tricks by having their research teams evaluate the claims 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 lengthen scent duration and rejuvenate purses. Claims that it would bleach teeth or extend lashes were refuted.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have been the cornerstone of its marketing push. However, this online trend has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Fernando Fernández, freshly instated, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of engaging audiences. She said interacting online “without dampening the fun” was paramount.

“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 send out ads … Currently, it's countless discussions, diverse communities. The shift of the algorithms means that these audiences appear specific, yet they are vast.

“If you can make sure your brand is shared by users, talked about by other people, that fosters reliability and pertinence. Influencers are vital for this. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects profound shifts taking place in media consumption, with younger consumers allocating more attention to digital networks than legacy broadcast and print media.

The shift is reflected in falling revenues for TV and print advertising. In the UK, ad revenues for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

The Creator Economy Boom

Additionally, it points to a media convergence as large companies almost become production houses themselves, collaborating with numerous influencers to enhance their items.

An industry expert from a leading agency said: “Naturally, an exodus of attention out of certain traditional media outlets and they’re spending a lot more time on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us people trust recommendations from the creators they engage with compared to commercial messages. It's an ongoing shift.”

He added firms may also cut expenditures by focusing on influencers over big traditional media campaigns, which also allows them to tweak their content more easily to see what works.

The approach is growing. Marketing investment on digital creator partnerships is growing fourfold quicker than the broader media sector. Across the United States, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Even with this transformation, experts said they believed broadcast ads retained significant importance to play, as networks still held the capability to frame public debate.

The executive noted: “Among the most effective advertising investments 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 … I think there’s 100% a place for them.”