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

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, seeing big businesses spending big on content creators and putting fewer resources into 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 rubbing their skin with a byproduct of the drilling process. Currently, a wave of content from users have chronicled its broad application in “everyday tips”.

Hailed as a solution for polishing footwear or making fragrance last longer, as well as a fix for squeaky doors. It has even been deployed to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever enhanced the tricks by tasking their in-house experts with verification and letting the content creators in on the results.

Assertions that it diminished the burn from hot food on the lips were given the thumbs up. Similarly supported were ideas it could prolong perfume and rejuvenate purses. Proposals that it might bleach teeth or lengthen eyelashes were disproven.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has persuaded leaders to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been termed “social listening”. Unilever's CEO, newly named, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

A leading Unilever executive, who is heading the digital initiative, said the company was just evolving with contemporary approaches of reaching consumers. She said participating on platforms “without dampening the fun” was paramount.

“How do brands authentically become part of the conversation? This remains our core objective as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just broadcast out … Currently, it's countless discussions, diverse communities. Changes in digital feeds means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by consumers, mentioned by individuals, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

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

The shift is reflected in falling revenues for TV and print advertising. In the UK, ad revenues for major broadcasters have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a media convergence as brands effectively act as media producers, linking up with hundreds of content creators to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us consumers have more faith in suggestions from the personalities they subscribe to compared to commercial messages. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also permits simpler message refinement to test effectiveness.

Such methods are increasing. Promotional expenditure on the creator economy 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.

TV's Lasting Role

Despite the huge changes, executives said they believed television commercials still played a key part to play, as networks still held the capability 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: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”