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As a product discovered more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline might not appear as an obvious target for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has thrust it into the lead of an marketing transformation, seeing big businesses spending big on content creators and devoting less capital to promoting products in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a byproduct of the drilling process. Currently, a wave of content from users have recorded its extensive utilization in “everyday tips”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for squeaky doors. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Harnessing the Hype

Detecting the product’s new life online, marketers at Unilever boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were given the thumbs up. This was also the case for ideas it could lengthen scent duration and restore leather handbags. Proposals that it might bleach teeth or extend lashes were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have been the cornerstone of its marketing push. However, this online trend has led decision-makers to ramp up funding for content creators.

This monitoring of online platforms to guide corporate planning has been labeled “social listening”. Fernando Fernández, freshly instated, has indicated the goal is to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

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

“What is the key to genuine brand integration? This remains our core objective as brands, dating to when neighbors chatted over fences and talking about what they used.

“The trend is shifting from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, diverse communities. Changes in digital feeds means that these communities feel niche, but they’re not.

“Having your brand advocated by users, mentioned by individuals, that fosters reliability and pertinence. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

This plan mirrors dramatic transformations occurring in how media is consumed, with younger consumers spending more time on digital networks than legacy broadcast and print media.

This change is evidenced by falling revenues for TV and print advertising. In the UK, commercial funding for leading TV channels have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a media convergence as corporations essentially turn into content studios, collaborating with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they are dedicating far more hours to Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us consumers have more faith in suggestions from the individuals they follow more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to test effectiveness.

The approach is growing. Advertising spending on digital creator partnerships is increasing four times faster than the media industry overall. Stateside, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

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

Sykes said: “One of the highest return-on-investment media opportunities is still the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ The focus is on who seizes focus … I think there’s 100% a place for them.”