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As a product discovered more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline might not appear as an clear candidate for online content feeds.

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an promotional upheaval, seeing big businesses allocating substantial funds to content creators and devoting less capital to marketing items in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Today, a spree of amateur-created clips have chronicled its broad application in “practical tricks”.

It has been touted as a remedy for cleaning shoes or prolonging the scent of perfume, along with a cure for squeaky doors. Users have even applied it to stop the scourge of chip seasoning clinging to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, marketers at Unilever amplified the hacks by asking their own scientists to test them and letting the content creators in on the results.

Suggestions that it lessened the sensation of spicy food on lips were validated. Similarly supported were ideas it could prolong perfume and restore leather handbags. Proposals that it might brighten smiles or make eyelashes longer were debunked.

The ‘Social Listening’ Strategy

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

This observation of social channels to guide corporate planning has been labeled “social listening”. The company's chief executive, newly named, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Evolving With Audience Behavior

A leading Unilever executive, who is leading the online push, said the company was merely adjusting to novel methods of reaching consumers. She said interacting online “without killing the party” was paramount.

“What is the key to genuine brand integration? This remains our core objective as brands, back to when people were hanging out their laundry and talking about what they used.

“We are witnessing a departure from a mass communication approach, where we would just broadcast out … Now it’s many conversations, many communities. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“If you can make sure your brand is shared by users, recommended by peers, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

This plan mirrors profound shifts taking place in media consumption, with younger consumers spending more time on digital networks than television, magazines or radio.

The shift is reflected in declines in broadcast and newspaper ads. Within the United Kingdom, commercial funding for major broadcasters have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

It also reflects a media convergence as corporations essentially turn into content studios, partnering with a multitude of digital creators to boost their products.

A commercial director at a major talent agency said: “Naturally, an exodus of attention 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 individuals they follow 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 enables easier content adjustment to see what works.

The approach is growing. Promotional expenditure on the creator economy is growing fourfold quicker than total media spending. Stateside, it has increased by over 100% since 2021 and is projected to reach substantial figures in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, experts said they believed TV advertising still had a prominent role to play, as networks still held the capability to frame public debate.

The executive noted: “Among the most effective advertising investments is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”