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Originally found over 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline might not appear as an obvious target for online content feeds.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an promotional upheaval, where major corporations are investing heavily in content creators and putting fewer resources into promoting products in traditional media.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Currently, a wave of amateur-created clips have recorded its extensive utilization in “practical tricks”.

It has been touted as a solution for polishing footwear or making fragrance last longer, along with a cure for squeaky doors. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the sensation of spicy food on lips were confirmed. So too were ideas it could lengthen scent duration and revive leather bags. Suggestions it could brighten smiles or extend lashes were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have formed the bulk of its promotional efforts. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to guide corporate planning has been termed “social listening”. Unilever's CEO, recently appointed, has stated the intention is to spend a full fifty percent of its huge ad budget on digital creator content.

Shifting to Modern Engagement

The company's social media lead, who is leading the online push, said the company was just evolving with contemporary approaches of reaching consumers. She said participating on platforms “without spoiling the atmosphere” was crucial.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just broadcast out … Today, it's numerous dialogues, various groups. The shift of the algorithms means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by consumers, mentioned by individuals, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations taking place in media consumption, with younger consumers devoting greater hours to digital networks than television, magazines or radio.

This change is evidenced by falling revenues for broadcast and newspaper ads. Across Britain, commercial funding for major broadcasters have fallen by more than £600m in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a blurring of media roles as corporations essentially turn into content studios, linking up with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences away from some legacy media and they are dedicating far more hours to Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us people trust recommendations from the creators they engage with over traditional advertisements. That’s a consistent trend.”

He said brands could also save money by investing in creators over big traditional media campaigns, which also enables easier content adjustment to gauge performance.

This strategy is expanding. Promotional expenditure on influencer marketing is increasing four times faster than total media spending. Across the United States, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to drive countrywide discourse.

The executive noted: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”