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Originally found over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an obvious target for online content feeds.

However, its rise as a popular subject on TikTok has thrust it into the lead of an marketing transformation, in which large companies are spending big on content creators and putting fewer resources into marketing items in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a byproduct of the drilling process. Today, a spree of amateur-created clips have recorded its extensive utilization in “life hacks”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, and also a remedy for noisy doorways. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever boosted the tips by asking their own scientists to test them and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth were validated. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Suggestions it could whiten teeth or extend lashes were refuted.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have been the cornerstone of its marketing push. Yet this viral episode has persuaded leaders to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend a full fifty percent of its huge ad budget on social media content.

Shifting to Modern Engagement

The company's social media lead, who is leading the online push, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without killing the party” was crucial.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just send out ads … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these audiences appear specific, but they’re not.

“Ensuring your product is discussed by consumers, talked about by other people, that fosters reliability and pertinence. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The strategy reflects seismic changes taking place in media consumption, with younger consumers devoting greater hours to digital networks than traditional TV, print, or radio.

The shift is reflected in falling revenues for traditional media advertising. Within the United Kingdom, advertising income for leading TV channels have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Creator Economy Boom

It also reflects a media convergence as large companies almost become production houses themselves, linking up with a multitude of digital creators to promote their goods.

Leon Harlow said: “Naturally, an exodus of attention from conventional channels 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 consumers have more faith in suggestions from the creators they engage with more than they trust ads. This is a persistent pattern.”

He noted companies can reduce costs by investing in creators over large-scale legacy ad buys, which also enables easier content adjustment to gauge performance.

The approach is growing. Promotional expenditure on digital creator partnerships is increasing four times faster than total media spending. Across the United States, it has more than doubled since 2021 and is forecast to attain substantial figures in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, experts said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

She added: “A top-tier ROI marketing event is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”