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First identified over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline might not appear as an obvious target for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has positioned it at the vanguard of an advertising revolution, where major corporations are spending big on content creators and reducing expenditure on marketing items in legacy broadcasters.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who saw laborers using on their skin with a residue from oil extraction. Today, a spree of amateur-created clips have recorded its extensive utilization in “everyday tips”.

Promoted as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for creaky hinges. Its use has even extended to stop the scourge of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever enhanced the tricks by having their research teams evaluate the claims and letting the content creators in on the results.

Suggestions that it lessened the sensation of spicy food on lips were validated. So too were ideas it could extend fragrance and revive leather bags. Proposals that it might brighten smiles or extend lashes were refuted.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This observation of social channels to guide corporate planning has been labeled “social listening”. The company's chief executive, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on platform-based material.

Evolving With Audience Behavior

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of reaching consumers. She said interacting online “without dampening the fun” 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 sharing usage tips.

“There’s this moving away from a mass communication approach, where we would just broadcast out … Currently, it's countless discussions, diverse communities. Changes in digital feeds means that these communities feel niche, yet they are vast.

“If you can make sure your brand is shared by users, recommended by peers, that fosters reliability and pertinence. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

This plan mirrors dramatic transformations happening in audience habits, with the youth demographic spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

The transition is visible in declines in TV and print advertising. Within the United Kingdom, advertising income for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a blurring of media roles as brands effectively act as media producers, linking up with numerous influencers to enhance their items.

Leon Harlow said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they’re spending a lot more time on Instagram, TikTok and YouTube 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. This is a persistent pattern.”

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also permits simpler message refinement to see what works.

Such methods are increasing. Advertising spending on digital creator partnerships is rising at quadruple the rate than total media spending. Stateside, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to frame public debate.

She added: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”