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As a product discovered more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline may not seem like an obvious target for online content feeds.

However, its rise as a viral TikTok topic has placed it at the forefront of an promotional upheaval, in which large companies are investing heavily in content creators and devoting less capital to advertising goods in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Currently, a wave of amateur-created clips have recorded its extensive utilization in “practical tricks”.

Promoted as a solution for polishing footwear or making fragrance last longer, as well as a fix for creaky hinges. Its use has even extended to stop the scourge of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational amplified the hacks by tasking their in-house experts with verification and providing creators with the outcome data.

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 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 led decision-makers to turbocharge spending on content creators.

This monitoring of online platforms to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, newly named, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without killing the party” was crucial.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and talking about what they used.

“There’s this moving away from a broadcast model, where we would just send out ads … Now it’s many conversations, various groups. The shift of the algorithms means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by consumers, mentioned by individuals, that is how you can build trust and relevance. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The approach indicates seismic changes occurring in how media is consumed, with the youth demographic devoting greater hours to social media platforms than television, magazines or radio.

This change is evidenced by drops in TV and print advertising. In the UK, advertising income for major broadcasters have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a blurring of media roles as corporations essentially turn into content studios, collaborating 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 away from some legacy media and they are dedicating far more hours to digital video and image apps than they are watching live TV or reading print.

“A lot of brands are telling us people trust recommendations from the individuals they follow compared to commercial messages. That’s a consistent trend.”

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

The approach is growing. Marketing investment on influencer marketing is increasing four times faster than the broader media sector. In the US, it has more than doubled since 2021 and is forecast to attain tens of billions in 2025.

TV's Lasting Role

Regardless of the massive shift, experts said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”