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First identified more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline may not seem like an natural focus for online content feeds.

However, its rise as a popular subject on TikTok has thrust it into the lead of an promotional upheaval, in which large companies are investing heavily in content creators and devoting less capital to advertising goods in legacy broadcasters.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Today, a spree of user-generated videos have chronicled its broad application 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 stop the scourge 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 letting the content creators in on the results.

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 restore leather handbags. Suggestions it could whiten teeth or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

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

This observation of social channels to guide corporate planning has been labeled “social listening”. The company's chief executive, newly named, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

The company's social media lead, who is leading the online push, said the company was merely adjusting to novel methods of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was paramount.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, back to when people were hanging out their laundry 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 shift of the algorithms means that these audiences appear specific, yet they are vast.

“Having your brand advocated by consumers, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations happening in audience habits, with the youth demographic spending more time on apps like TikTok and Instagram than television, magazines or radio.

The shift is reflected in declines in broadcast and newspaper ads. Within the United Kingdom, ad revenues for major broadcasters have declined by over six hundred million pounds in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a merging of functions as brands effectively act as media producers, collaborating with hundreds of content creators to promote their goods.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels and they’re spending a lot more time on digital video and image apps than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us people trust recommendations from the personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also enables easier content adjustment to gauge performance.

The approach is growing. Advertising spending on the creator economy is increasing four times faster than the media industry overall. In the US, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Even with this transformation, experts said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to drive countrywide discourse.

The executive noted: “A top-tier ROI marketing event is still the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”