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First identified more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an natural focus for online content feeds.

Yet the brand’s emergence as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, in which large companies are investing heavily in content creators and reducing expenditure on promoting products in conventional outlets.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Currently, a wave of user-generated videos have chronicled its broad application in “everyday tips”.

Hailed as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for noisy doorways. Its use has even extended to stop the scourge of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever enhanced the tricks by asking their own scientists to test them and letting the content creators in on the results.

Claims that Vaseline reduced the sting of chili on the mouth were given the thumbs up. This was also the case for ideas it could prolong perfume and restore leather handbags. Proposals that it might brighten smiles or extend lashes were debunked.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has helped convince executives to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Evolving With Audience Behavior

Selina Sykes, who is leading the online push, said the company was just evolving with contemporary approaches of connecting with customers. She said interacting online “without killing the party” was paramount.

“What is the key to genuine brand integration? This remains our core objective as brands, back to when people were hanging out their laundry and sharing usage tips.

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

“If you can make sure your brand is shared by consumers, talked about by other people, that fosters reliability and pertinence. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects profound shifts taking place in media consumption, with Gen Z and millennial audiences devoting greater hours to apps like TikTok and Instagram than legacy broadcast and print media.

This change is evidenced by falling revenues for traditional media advertising. Within the United Kingdom, advertising income for primary networks have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

This further signifies a media convergence as corporations essentially turn into content studios, linking up with a multitude of digital creators to boost their products.

Leon Harlow said: “Naturally, an exodus of attention out of certain traditional media outlets and their time is increasingly on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the creators they engage with more than they trust ads. That’s a consistent trend.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

Such methods are increasing. Marketing investment on influencer marketing is increasing four times faster than total media spending. Stateside, it has increased by over 100% since 2021 and is projected to reach substantial figures in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to drive countrywide discourse.

Sykes said: “Among the most effective advertising investments is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ The focus is on who seizes focus … I think there’s 100% a place for them.”