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Originally found more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an clear candidate for online content feeds.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an advertising revolution, seeing big businesses investing heavily in content creators and putting fewer resources into promoting products in conventional outlets.

The Path from Petroleum to Platforms

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who observed drillers rubbing their skin with a residue from oil extraction. Now, a flood of user-generated videos have chronicled its broad application in “everyday tips”.

Hailed as a solution for polishing footwear or making fragrance last longer, along with a cure for squeaky doors. It has even been deployed to stop the scourge of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, marketers at Unilever boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Assertions that it diminished the sensation of spicy food on lips were validated. So too were ideas it could extend fragrance and rejuvenate purses. Claims that it would whiten teeth or make eyelashes longer were disproven.

The ‘Social Listening’ Strategy

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 guide corporate planning has been labeled “social listening”. Unilever's CEO, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was simply adapting to new ways of engaging audiences. She said interacting online “without spoiling the atmosphere” was crucial.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just broadcast out … Today, it's numerous dialogues, diverse communities. The shift of the algorithms means that these audiences appear specific, yet they are vast.

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

A Revolutionary Change in Media

The strategy reflects profound shifts happening in audience habits, with the youth demographic allocating more attention to social media platforms than television, magazines or radio.

This change is evidenced by drops in broadcast and newspaper ads. In the UK, commercial funding for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a media convergence as brands effectively act as media producers, linking up with hundreds of content creators to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers from conventional channels and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the personalities they subscribe to over traditional advertisements. It's an ongoing shift.”

He added firms may also cut expenditures by focusing on influencers over large-scale legacy ad buys, which also enables easier content adjustment to see what works.

The approach is growing. Marketing investment on the creator economy is increasing four times faster than total media spending. In the US, it has increased by over 100% since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, executives said they believed TV advertising still had a prominent role to play, as networks still held the capability to drive countrywide discourse.

She added: “One of the highest return-on-investment media opportunities 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 … There is undoubtedly a future for traditional media.”