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As a product discovered more than 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.

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 marketing items in conventional outlets.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a byproduct of the drilling process. Currently, a wave of user-generated videos have chronicled its broad application in “practical tricks”.

Hailed 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 combat the nuisance of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational boosted the tips by asking their own scientists to test them and letting the content creators in on the results.

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. Similarly supported were ideas it could prolong perfume and restore leather handbags. Suggestions it could whiten teeth or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to ramp up funding for content creators.

This monitoring of online platforms to guide corporate planning has been termed “social listening”. Fernando Fernández, freshly instated, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of reaching consumers. She said participating on platforms “without spoiling the atmosphere” was paramount.

“What is the key to genuine brand integration? This remains our core objective as brands, since the era of community gossip and discussing household products.

“There’s this moving away from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these communities feel niche, but they’re not.

“Ensuring your product is discussed by other people, recommended by peers, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors dramatic transformations occurring in how media is consumed, with Gen Z and millennial audiences allocating more attention to apps like TikTok and Instagram than traditional TV, print, or radio.

The transition is visible in drops in broadcast and newspaper ads. In the UK, ad revenues for primary networks have fallen by more than £600m in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a media convergence as brands effectively act as media producers, collaborating with numerous influencers to promote their goods.

Leon Harlow said: “Naturally, an exodus of attention away from some legacy media and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us audiences believe endorsements from the individuals they follow more than they trust ads. This is a persistent pattern.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

The approach is growing. Advertising spending on influencer marketing is rising at quadruple the rate than total media spending. Across the United States, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to frame public debate.

She added: “A top-tier ROI marketing event is still major broadcast spectacles. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”