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First identified over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline could hardly be considered an natural focus for online content feeds.

Nonetheless, its ascent 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 promoting products in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Now, a flood of content from users have chronicled its broad application in “practical tricks”.

It has been touted as a solution for polishing footwear or extending perfume longevity, along with a cure for creaky hinges. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were given the thumbs up. This was also the case for ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might bleach teeth or extend lashes were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to ramp up funding for content creators.

This monitoring of online platforms to guide corporate planning has been termed “social listening”. Unilever's CEO, freshly instated, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Evolving With Audience Behavior

The company's social media lead, who is heading the digital initiative, said the company was just evolving with contemporary approaches of engaging audiences. She said engaging on social media “without killing the party” was crucial.

“How can companies join discussions credibly? This remains our core objective as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a one-to-many model, where we would just broadcast out … Today, it's numerous dialogues, various groups. The shift of the algorithms means that these groups seem specialized, yet they are vast.

“Ensuring your product is discussed by other people, mentioned by individuals, that fosters reliability and pertinence. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The approach indicates profound shifts taking place in media consumption, with the youth demographic allocating more attention to digital networks than legacy broadcast and print media.

The transition is visible in falling revenues for broadcast and newspaper ads. Within the United Kingdom, advertising income for major broadcasters have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

Additionally, it points to a media convergence as corporations essentially turn into content studios, linking up with a multitude of digital creators to boost their products.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they’re spending a lot more time on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us people trust recommendations from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He said brands could also save money by focusing on influencers over big traditional media campaigns, which also allows them to tweak their content more easily to gauge performance.

This strategy is expanding. Advertising spending 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 multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, executives said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

Sykes said: “A top-tier ROI marketing event is still major broadcast spectacles. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”