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First identified more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline might not appear as an natural focus for online content feeds.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an marketing transformation, where major corporations are allocating substantial funds to content creators and devoting less capital to marketing items 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 using on their skin with a derivative of drilling. Today, a spree of amateur-created clips have chronicled its broad application in “everyday tips”.

Promoted as a remedy for cleaning shoes or prolonging the scent of perfume, and also a remedy for squeaky doors. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Harnessing the Hype

Spotting its digital renaissance, strategists within the corporation amplified the hacks by asking their own scientists to test them and providing creators with the outcome data.

Claims that Vaseline reduced the sting of chili on the mouth were validated. So too were ideas it could extend fragrance and rejuvenate purses. Proposals that it might bleach teeth or make eyelashes longer were disproven.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have formed the bulk of its promotional efforts. Yet this viral episode has persuaded leaders to ramp up funding for content creators.

This observation of social channels to guide corporate planning has been termed “social listening”. Unilever's CEO, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Evolving With Audience Behavior

The company's social media lead, who is leading the online push, said the company was just evolving with contemporary approaches of reaching consumers. She said engaging on social media “without killing the party” was paramount.

“How do brands authentically become part of the conversation? 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 mass communication approach, where we would just transmit messages … Currently, it's countless discussions, various groups. The shift of the algorithms means that these communities feel niche, but they’re not.

“Having your brand advocated by other people, talked about by other people, that fosters reliability and pertinence. Influencers are vital for this. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects dramatic transformations happening in audience habits, with younger consumers allocating more attention to digital networks than traditional TV, print, or radio.

The shift is reflected in declines in traditional media advertising. In the UK, commercial funding for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

The Creator Economy Boom

This further signifies a merging of functions as corporations essentially turn into content studios, linking up with numerous influencers to promote their goods.

An industry expert from a leading agency said: “Naturally, an exodus of attention out of certain traditional media outlets and they’re spending a lot more time on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

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

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to gauge performance.

This strategy is expanding. Advertising spending on digital creator partnerships is growing fourfold quicker than the broader media sector. Across the United States, it has more than doubled since 2021 and is projected to reach substantial figures in 2025.

TV's Lasting Role

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to shape the national conversation.

Sykes said: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”