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As a product discovered over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline might not appear as an clear candidate for online content feeds.

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an marketing transformation, in which large companies are spending big on content creators and devoting less capital to promoting products in legacy broadcasters.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Currently, a wave of amateur-created clips have chronicled its broad application in “practical tricks”.

It has been touted as a solution for polishing footwear or making fragrance last longer, as well as a fix for creaky hinges. Its use has even extended to stop the scourge of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation enhanced the tricks by tasking their in-house experts with verification and providing creators with the outcome data.

Claims that Vaseline reduced the sensation of spicy food on lips were confirmed. So too were ideas it could prolong perfume and restore leather handbags. Claims that it would brighten smiles or make eyelashes longer were refuted.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has helped convince executives to ramp up funding for content creators.

This monitoring of online platforms to shape commercial tactics has been labeled “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend a full fifty percent of its huge ad budget on social media content.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was just evolving with contemporary approaches of connecting with customers. She said interacting online “without killing the party” was crucial.

“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 one-to-many model, where we would just broadcast out … Currently, it's countless discussions, various groups. Changes in digital feeds means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by other people, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

This plan mirrors profound shifts taking place in media consumption, with Gen Z and millennial audiences spending more time on social media platforms than television, magazines or radio.

This change is evidenced by drops in TV and print advertising. Across Britain, advertising income for leading TV channels have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Creator Economy Boom

Additionally, it points to a media convergence as brands effectively act as media producers, collaborating with numerous influencers 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’re spending a lot more time on digital video and image apps than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us consumers have more faith in suggestions from the creators they engage with over traditional advertisements. It's an ongoing shift.”

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also enables easier content adjustment to gauge performance.

The approach is growing. Advertising spending on influencer marketing is growing fourfold quicker than total media spending. In the US, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

TV's Lasting Role

Regardless of the massive shift, industry figures said they believed broadcast ads retained significant importance to play, as networks still held the capability to frame public debate.

The executive noted: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”