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Originally found over 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.

However, its rise as a viral TikTok topic has placed it at the forefront of an marketing transformation, seeing big businesses spending big on content creators and devoting less capital to marketing items in conventional outlets.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Now, a flood of amateur-created clips have recorded its extensive utilization in “everyday tips”.

Promoted as a fix for dirty sneakers or making fragrance last longer, along with a cure for creaky hinges. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation amplified the hacks 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. Similarly supported were ideas it could lengthen scent duration and revive leather bags. Claims that it would brighten smiles or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have dominated Unilever’s advertising drive. 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 dubbed “social listening”. The company's chief executive, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on social media content.

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 connecting with customers. She said interacting online “without spoiling the atmosphere” 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.

“There’s this moving away from a one-to-many model, where we would just send out ads … Now it’s many conversations, many communities. Changes in digital feeds means that these audiences appear specific, but they’re not.

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

A Seismic Media Shift

The approach indicates dramatic transformations happening in audience habits, with younger consumers devoting greater hours to digital networks than television, magazines or radio.

The shift is reflected in drops in TV and print advertising. Across Britain, ad revenues for leading TV channels have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a media convergence as large companies almost become production houses themselves, linking up with hundreds of content creators to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences away from some legacy media and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us people trust recommendations from the personalities they subscribe to over traditional advertisements. This is a persistent pattern.”

He noted companies can reduce costs by targeting content creators 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 rising at quadruple the rate than the broader media sector. In the US, it has over doubled since 2021 and is projected to reach substantial figures in 2025.

TV's Lasting Role

Regardless of the massive shift, executives said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to shape the national conversation.

Sykes said: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”