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First identified more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline might not appear as an clear candidate for online content feeds.

Nonetheless, its ascent as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, in which large companies are allocating substantial funds to content creators and putting fewer resources into promoting products in traditional media.

The Path from Petroleum to Platforms

First created commercially in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Now, a flood of content from users have chronicled its broad application in “everyday tips”.

Promoted as a fix for dirty sneakers or extending perfume longevity, as well as a fix for creaky hinges. It has even been deployed to stop the scourge of crisp flavouring sticking to fingers.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational 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 burn from hot food on the lips were confirmed. Similarly supported were ideas it could prolong perfume and revive leather bags. Suggestions it could brighten smiles or lengthen eyelashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This monitoring of online platforms to guide corporate planning has been termed “social listening”. Unilever's CEO, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

The company's social media lead, who is leading the online push, said the company was merely adjusting to novel methods of connecting with customers. She said participating on platforms “without dampening the fun” was crucial.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and discussing household products.

“We are witnessing a departure from a one-to-many model, where we would just send out ads … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these groups seem specialized, yet they are vast.

“If you can make sure your brand is shared by consumers, talked about by other people, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The strategy reflects profound shifts happening in audience habits, with younger consumers devoting greater hours to digital networks than television, magazines or radio.

The shift is reflected in falling revenues for TV and print advertising. Within the United Kingdom, commercial funding for leading TV channels have dropped substantially 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.

An industry expert from a leading agency said: “Naturally, an exodus of attention from conventional channels and they’re spending a lot more time on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us people trust recommendations from the personalities they subscribe to more than they trust ads. It's an ongoing shift.”

He added firms may also cut expenditures by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to see what works.

Such methods are increasing. Marketing investment on digital creator partnerships is growing fourfold quicker than the media industry overall. In the US, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Despite the huge changes, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”