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Originally found over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an clear candidate for online content feeds.

Yet the brand’s emergence as a TikTok talking point has thrust it into the lead of an marketing transformation, where major corporations are spending big on content creators and putting fewer resources into promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers using on their skin with a residue from oil extraction. Currently, a wave of amateur-created clips have chronicled its broad application in “everyday tips”.

Hailed as a fix for dirty sneakers or making fragrance last longer, along with a cure for noisy doorways. Its use has even extended to stop the scourge of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, marketers at Unilever amplified the hacks by having their research teams evaluate the claims and letting the content creators in on the results.

Suggestions that it lessened the burn from hot food on the lips were given the thumbs up. So too were ideas it could prolong perfume and rejuvenate purses. Suggestions it could brighten smiles or lengthen eyelashes were debunked.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This tracking of digital spaces to guide corporate planning has been dubbed “social listening”. Unilever's CEO, newly named, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of connecting with customers. She said engaging on social media “without spoiling the atmosphere” was crucial.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and discussing household products.

“There’s this moving away from a one-to-many model, where we would just transmit messages … Today, it's numerous dialogues, various groups. Changes in digital feeds means that these communities feel niche, but they’re not.

“If you can make sure your brand is shared by consumers, recommended by peers, that is how you can build trust and relevance. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

This plan mirrors profound shifts taking place in media consumption, with the youth demographic devoting greater hours to digital networks than legacy broadcast and print media.

The transition is visible in falling revenues for traditional media advertising. Within the United Kingdom, ad revenues for major broadcasters have fallen by more than £600m in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a merging of functions as corporations essentially turn into content studios, collaborating with hundreds of content creators to enhance their items.

Leon Harlow said: “Naturally, an exodus of attention from conventional channels and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us consumers have more faith in suggestions from the individuals they follow more than they trust ads. It's an ongoing shift.”

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also permits simpler message refinement to see what works.

Such methods are increasing. Promotional expenditure on the creator economy is growing fourfold quicker than the broader media sector. Across the United States, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”