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As a product discovered more than 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline might not appear as an obvious target for online content feeds.

Nonetheless, its ascent as a popular subject on TikTok has thrust it into the lead of an marketing transformation, in which large companies are investing heavily in content creators and reducing expenditure on promoting products in traditional media.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Currently, a wave of user-generated videos have documented the product’s widespread use in “practical tricks”.

Hailed as a solution for polishing footwear or extending perfume longevity, along with a cure for noisy doorways. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the burn from hot food on the lips were given the thumbs up. So too were ideas it could prolong perfume and revive leather bags. Claims that it would whiten teeth or make eyelashes longer were refuted.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has persuaded leaders to ramp up funding for content creators.

This tracking of digital spaces to guide corporate planning has been dubbed “social listening”. Unilever's CEO, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

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

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, since the era of community gossip and discussing household products.

“The trend is shifting from a broadcast model, where we would just broadcast out … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these groups seem specialized, yet they are vast.

“Having your brand advocated by consumers, talked about by other people, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors profound shifts occurring in how media is consumed, with the youth demographic spending more time on social media platforms than traditional TV, print, or radio.

The shift is reflected in drops in broadcast and newspaper ads. Within the United Kingdom, commercial funding for primary networks have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Creator Economy Boom

This further signifies a media convergence as corporations essentially turn into content studios, collaborating with a multitude of digital creators to enhance their items.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels and they are dedicating far more hours to digital video and image apps than they are consuming linear broadcasts or printed matter.

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

He noted companies can reduce costs by investing in creators over expensive broadcast campaigns, which also permits simpler message refinement to see what works.

The approach is growing. Marketing investment 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 substantial figures in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to shape the national conversation.

The executive noted: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It's not a matter of networks declaring: ‘We are no longer pertinent.’ The focus is on who seizes focus … I think there’s 100% a place for them.”