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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline may not seem like an obvious target for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an marketing transformation, in which large companies are spending big on content creators and reducing expenditure on advertising goods in traditional media.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers using on their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have recorded its extensive utilization in “everyday tips”.

Hailed as a fix for dirty sneakers or making fragrance last longer, along with a cure for creaky hinges. It has even been deployed to stop the scourge of crisp flavouring sticking to fingers.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever boosted the tips by tasking their in-house experts with verification and letting the content creators in on the results.

Suggestions that it lessened the sensation of spicy food on lips were confirmed. This was also the case for ideas it could extend fragrance and rejuvenate purses. Claims that it would brighten smiles or lengthen eyelashes were debunked.

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 persuaded leaders to turbocharge spending on content creators.

This tracking of digital spaces to guide corporate planning has been labeled “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

The company's social media lead, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was paramount.

“How do brands authentically become part of the conversation? This remains our core objective as brands, back to when people were hanging out their laundry and sharing usage tips.

“The trend is shifting from a mass communication approach, where we would just send out ads … Now it’s many conversations, diverse communities. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“Having your brand advocated by consumers, mentioned by individuals, that fosters reliability and pertinence. Influencers are vital for this. We are expanding this endorsement system.”

A Seismic Media Shift

The approach indicates profound shifts occurring in how media is consumed, with the youth demographic allocating more attention to apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in declines in traditional media advertising. Across Britain, ad revenues for leading TV channels have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

It also reflects a merging of functions as corporations essentially turn into content studios, partnering with hundreds of content creators to boost their products.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers from conventional channels and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us consumers have more faith in suggestions from the personalities they subscribe to over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by focusing on influencers over big traditional media campaigns, which also allows them to tweak their content more easily to gauge performance.

Such methods are increasing. Marketing investment on influencer marketing is increasing four times faster than total media spending. Across the United States, it has increased by over 100% since 2021 and is expected to hit multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to drive countrywide discourse.

The executive noted: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”