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As a product discovered over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline may not seem like an natural focus for online content feeds.

However, its rise as a viral TikTok topic has placed it at the forefront of an marketing transformation, in which large companies are investing heavily in content creators and reducing expenditure on promoting products in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who saw laborers using on their skin with a byproduct of the drilling process. Now, a flood of content from users have chronicled its broad application in “everyday tips”.

It has been touted as a solution for polishing footwear or making fragrance last longer, and also a remedy for creaky hinges. Its use has even extended to combat the nuisance of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the sting of chili on the mouth were validated. So too were ideas it could lengthen scent duration and restore leather handbags. Claims that it would whiten teeth or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This monitoring of online platforms to shape commercial tactics has been termed “social listening”. Unilever's CEO, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without dampening the fun” 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 broadcast model, where we would just send out ads … Today, it's numerous dialogues, diverse communities. The evolution of platform algorithms means that these groups seem specialized, but they’re not.

“Having your brand advocated by users, recommended by peers, that is how you can build trust and relevance. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The approach indicates seismic changes occurring in how media is consumed, with Gen Z and millennial audiences allocating more attention to social media platforms than television, magazines or radio.

This change is evidenced by declines in traditional media advertising. Within the United Kingdom, ad revenues for primary networks have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

It also reflects a blurring of media roles as brands effectively act as media producers, collaborating with hundreds of content creators to promote their goods.

An industry expert from a leading 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 more than they trust ads. It's an ongoing shift.”

He added firms may also cut expenditures by focusing on influencers over big traditional media campaigns, which also enables easier content adjustment to see what works.

The approach is growing. Marketing investment on influencer marketing is rising at quadruple the rate than the media industry overall. In the US, 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, industry figures said they believed broadcast ads retained significant importance to play, as networks still held the capability to drive countrywide discourse.

Sykes said: “A top-tier ROI marketing event is still major broadcast spectacles. 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.”