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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 clear candidate for online content feeds.

However, its rise as a popular subject on TikTok has placed it at the forefront of an advertising revolution, in which large companies are allocating substantial funds to content creators and devoting less capital to marketing items in conventional outlets.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by scientist Robert Cheeseborough, who observed drillers using on their skin with a derivative of drilling. Now, a flood of content from users have chronicled its broad application in “life hacks”.

It has been touted as a fix for dirty sneakers or making fragrance last longer, along with a cure for squeaky doors. Users have even applied it to stop the scourge of crisp flavouring sticking to fingers.

Harnessing the Hype

Detecting the product’s new life online, executives at the multinational enhanced the tricks by tasking their in-house experts with verification and letting the content creators in on the results.

Claims that Vaseline reduced the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could extend fragrance and revive leather bags. Proposals that it might brighten smiles or extend lashes were debunked.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has persuaded leaders to ramp up funding for content creators.

This observation of social channels to inform business strategy has been labeled “social listening”. Unilever's CEO, newly named, has stated the intention is to spend half of its colossal advertising budget on social media content.

Adapting to New Consumer Habits

The company's social media lead, who is leading the online push, said the company was merely adjusting to novel methods of engaging audiences. She said participating on platforms “without killing the party” was paramount.

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and discussing household products.

“The trend is shifting from a mass communication approach, where we would just send out ads … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these groups seem specialized, but they’re not.

“If you can make sure your brand is shared by users, mentioned by individuals, that fosters reliability and pertinence. Influencers are vital for this. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates seismic changes happening in audience habits, with the youth demographic spending more time on apps like TikTok and Instagram than legacy broadcast and print media.

This change is evidenced by falling revenues for traditional media advertising. Within the United Kingdom, commercial funding for primary networks have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

Additionally, it points to a blurring of media roles as corporations essentially turn into content studios, collaborating with numerous influencers to enhance their items.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels and their time is increasingly on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us people trust recommendations from the creators they engage with more than they trust ads. This is a persistent pattern.”

He said brands could also save money by investing in creators over large-scale legacy ad buys, which also permits simpler message refinement to test effectiveness.

This strategy is expanding. Promotional expenditure on the creator economy is growing fourfold quicker than the media industry overall. In the US, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to shape the national conversation.

She added: “A top-tier ROI marketing event is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”