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First identified more than 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline could hardly be considered an obvious target for online content feeds.

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an advertising revolution, in which large companies are allocating substantial funds to content creators and devoting less capital to marketing items in legacy broadcasters.

The Path from Petroleum to Platforms

Originally produced in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a derivative of drilling. Currently, a wave of content from users have recorded its extensive utilization in “life hacks”.

Promoted as a solution for polishing footwear or making fragrance last longer, and also a remedy for noisy doorways. Its use has even extended to combat the nuisance of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, 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. So too were ideas it could extend fragrance and rejuvenate purses. Suggestions it could whiten teeth or extend lashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. Yet this viral episode has persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, freshly instated, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Evolving With Audience Behavior

The company's social media lead, who is spearheading the social media effort, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without killing the party” was essential.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and sharing usage tips.

“There’s this moving away from a one-to-many model, where we would just transmit messages … Currently, it's countless discussions, various groups. The evolution of platform algorithms means that these groups seem specialized, yet they are vast.

“Having your brand advocated 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 Revolutionary Change in Media

The approach indicates seismic changes occurring in how media is consumed, with the youth demographic spending more time on apps like TikTok and Instagram than legacy broadcast and print media.

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

Influencer Marketing Expansion

This further signifies a merging of functions as corporations essentially turn into content studios, linking up with hundreds of content creators to enhance their items.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on digital video and image apps than they are watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the individuals they follow more than they trust ads. It's an ongoing shift.”

He said brands could also save money by investing in creators over big traditional media campaigns, which also enables easier content adjustment to see what works.

The approach is growing. Marketing investment on the creator economy is increasing four times faster than total media spending. Across the United States, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Even with this transformation, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to shape the national conversation.

She added: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”