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As a product discovered over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline may not seem like an obvious target for online content feeds.

Yet the brand’s emergence as a TikTok talking point has thrust it into the lead of an advertising revolution, where major corporations are investing heavily in content creators and devoting less capital to promoting products in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a derivative of drilling. Currently, a wave of amateur-created clips 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 creaky hinges. It has even been deployed to combat the nuisance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, marketers at Unilever enhanced the tricks by tasking their in-house experts with verification and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. Similarly supported were ideas it could prolong perfume and rejuvenate purses. Claims that it would bleach teeth or extend lashes were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. Yet this viral episode has persuaded leaders to ramp up funding for content creators.

This observation of social channels to guide corporate planning has been termed “social listening”. The company's chief executive, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

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 engaging on social media “without spoiling the atmosphere” was essential.

“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 discussing household products.

“The trend is shifting from a broadcast model, where we would just transmit messages … Now it’s many conversations, various groups. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“Ensuring your product is discussed by consumers, mentioned by individuals, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates profound shifts taking place in media consumption, with Gen Z and millennial audiences allocating more attention to apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in declines in broadcast and newspaper ads. Across Britain, commercial funding for leading TV channels have declined by over six hundred million pounds in actual value since the end of the last decade.

The Rise of the Creator Economy

This further signifies a media convergence as brands effectively act as media producers, linking up with hundreds of content creators to boost their products.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on digital video and image apps than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us people trust recommendations from the creators they engage with more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over large-scale legacy ad buys, which also permits simpler message refinement to see what works.

This strategy is expanding. Advertising spending on influencer marketing is rising at quadruple the rate than the broader media sector. Across the United States, it has increased by over 100% since 2021 and is forecast to attain tens of billions in 2025.

Traditional Media's Continued Place

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

She added: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”