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As a product discovered over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline might not appear as an obvious target for online content feeds.

However, its rise as a popular subject on TikTok has placed it at the forefront of an marketing transformation, where major corporations are allocating substantial funds to content creators and putting fewer resources into advertising goods in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a derivative of drilling. Today, a spree of user-generated videos have chronicled its broad application in “everyday tips”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for creaky hinges. Its use has even extended to stop the scourge of crisp flavouring sticking to fingers.

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever boosted the tips by tasking their in-house experts with verification and providing creators with the outcome data.

Claims that Vaseline reduced the sting of chili on the mouth were validated. So too were ideas it could extend fragrance and rejuvenate purses. Suggestions it could bleach teeth or lengthen eyelashes were refuted.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have dominated Unilever’s advertising drive. Yet this viral episode has persuaded leaders to ramp up funding for content creators.

This tracking of digital spaces to shape commercial tactics has been termed “social listening”. Unilever's CEO, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Evolving With Audience Behavior

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of engaging audiences. She said interacting online “without spoiling the atmosphere” 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 discussing household products.

“There’s this moving away from a broadcast model, where we would just send out ads … Now it’s many conversations, many communities. The evolution of platform algorithms means that these audiences appear specific, but they’re not.

“Ensuring your product is discussed by consumers, mentioned by individuals, 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 seismic changes taking place in media consumption, with the youth demographic allocating more attention to digital networks than traditional TV, print, or radio.

The transition is visible in declines in broadcast and newspaper ads. In the UK, advertising income for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a media convergence as large companies almost become production houses themselves, partnering with numerous influencers to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us audiences believe endorsements from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to gauge performance.

The approach is growing. Promotional expenditure on the creator economy is rising at quadruple the rate than the broader media sector. Across the United States, it has increased by over 100% since 2021 and is forecast to attain multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed broadcast ads retained significant importance to play, as networks still held the capability to frame public debate.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”