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First identified over 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline could hardly be considered an clear candidate for online content feeds.

However, its rise as a TikTok talking point has placed it at the forefront of an marketing transformation, in which large companies are investing heavily in content creators and putting fewer resources into promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a residue from oil extraction. Today, a spree of amateur-created clips have recorded its extensive utilization in “everyday tips”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, along with a cure for noisy doorways. Users have even applied it to combat the nuisance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Detecting the product’s new life online, marketers at Unilever boosted the tips by tasking their in-house experts with verification and providing creators with the outcome data.

Assertions that it diminished the sensation of spicy food on lips were validated. This was also the case for ideas it could lengthen scent duration and revive leather bags. Claims that it would brighten smiles or extend lashes were refuted.

The ‘Social Listening’ Strategy

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 observation of social channels to inform business strategy has been termed “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend half of its colossal advertising budget on platform-based material.

Evolving With Audience Behavior

The company's social media lead, who is leading the online push, said the company was simply adapting to new ways of connecting with customers. She said interacting online “without dampening the fun” was crucial.

“How do brands authentically become part of the conversation? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these groups seem specialized, but they’re not.

“Ensuring your product is discussed by other people, talked about by other people, that is how you can build trust and relevance. 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 allocating more attention to digital networks than legacy broadcast and print media.

The shift is reflected in drops in TV and print advertising. Within the United Kingdom, commercial funding for leading TV channels have fallen by more than £600m in actual value since the end of the last decade.

The Creator Economy Boom

It also reflects a media convergence as large companies almost become production houses themselves, partnering with hundreds of content creators to enhance their items.

Leon Harlow said: “Naturally, an exodus of attention out of certain traditional media outlets and they are dedicating far more hours to Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the personalities they subscribe to compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

The approach is growing. Marketing investment on digital creator partnerships is rising at quadruple the rate than the media industry overall. Stateside, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed broadcast ads retained significant importance to play, as networks still held the capability to frame public debate.

She added: “Among the most effective advertising investments is still the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”