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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.

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an advertising revolution, in which large companies are investing heavily in content creators and putting fewer resources into advertising goods in conventional outlets.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Currently, a wave of content from users have documented the product’s widespread use in “everyday tips”.

Promoted as a fix for dirty sneakers or extending perfume longevity, along with a cure for squeaky doors. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation boosted the tips by asking their own scientists to test them and providing creators with the outcome data.

Assertions that it diminished the sting of chili on the mouth were given the thumbs up. This was also the case for ideas it could extend fragrance and revive leather bags. Claims that it would brighten smiles or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has helped convince executives to dramatically increase investment in content creators.

This tracking of digital spaces to inform business strategy has been termed “social listening”. Unilever's CEO, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Evolving With Audience Behavior

Selina Sykes, who is leading the online push, said the company was merely adjusting to novel methods of connecting with customers. She said engaging on social media “without spoiling the atmosphere” was crucial.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just send out ads … Now it’s many conversations, various groups. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“Having your brand advocated by consumers, talked about by other people, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Seismic Media Shift

The approach indicates dramatic transformations taking place in media consumption, with younger consumers devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by declines in TV and print advertising. Across Britain, advertising income for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

It also reflects a media convergence as corporations essentially turn into content studios, collaborating with hundreds of content creators to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers away from some legacy media 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 creators they engage with more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

The approach is growing. Marketing investment on digital creator partnerships is rising at quadruple the rate than the media industry overall. In the US, it has over doubled since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, executives said they believed broadcast ads retained significant importance 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 the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”