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Originally found over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline might not appear as an clear candidate for online content feeds.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an advertising revolution, where major corporations are allocating substantial funds to content creators and putting fewer resources into promoting products in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Now, a flood of content from users have documented the product’s widespread use in “practical tricks”.

Hailed as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for noisy doorways. Its use has even extended to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, marketers at Unilever boosted the tips by asking their own scientists to test them and letting the content creators in on the results.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. Similarly supported were ideas it could extend fragrance and restore leather handbags. Claims that it would whiten teeth or extend lashes were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. Yet this viral episode has helped convince executives to dramatically increase investment in content creators.

This observation of social channels to inform business strategy has been termed “social listening”. Fernando Fernández, newly named, has indicated the goal is to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

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

“What is the key to genuine brand integration? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and talking about what they used.

“The trend is shifting from a broadcast model, where we would just transmit messages … Now it’s many conversations, diverse communities. The shift of the algorithms means that these groups seem specialized, yet they are vast.

“Ensuring your product is discussed by other people, talked about by other people, that is how you can build trust and relevance. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The strategy reflects seismic changes taking place in media consumption, with Gen Z and millennial audiences spending more time on apps like TikTok and Instagram than television, magazines or radio.

The shift is reflected in falling revenues for TV and print advertising. Across Britain, advertising income for leading TV channels have declined by over six hundred million pounds in real terms since 2019.

The Creator Economy Boom

This further signifies a merging of functions as brands effectively act as media producers, linking up with numerous influencers to promote their goods.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers from conventional channels and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us people trust recommendations from the personalities they subscribe to compared to commercial messages. It's an ongoing shift.”

He noted companies can reduce costs by investing in creators over big traditional media campaigns, which also permits simpler message refinement to gauge performance.

This strategy is expanding. Marketing investment 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.

Traditional Media's Continued Place

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

The executive noted: “Among the most effective advertising investments is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”