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Originally found more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline might not appear as an natural focus for online content feeds.

However, its rise as a TikTok talking point has placed it at the forefront of an marketing transformation, in which large companies are investing heavily in content creators and putting fewer resources into promoting products in conventional outlets.

The Path from Petroleum to Platforms

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Currently, a wave of content from users have chronicled its broad application in “practical tricks”.

Promoted as a remedy for cleaning shoes or prolonging the scent of perfume, and also a remedy for squeaky doors. It has even been deployed to combat the nuisance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation enhanced the tricks by tasking their in-house experts with verification and providing creators with the outcome data.

Assertions that it diminished the sting of chili on the mouth were confirmed. Similarly supported were ideas it could prolong perfume and rejuvenate purses. Suggestions it could bleach teeth or make eyelashes longer were debunked.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. However, this online trend has helped convince executives to turbocharge spending on content creators.

This monitoring of online platforms to inform business strategy has been dubbed “social listening”. The company's chief executive, newly named, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Evolving With Audience Behavior

A leading Unilever executive, who is heading the digital initiative, said the company was just evolving with contemporary approaches of connecting with customers. She said interacting online “without spoiling the atmosphere” was crucial.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, since the era of community gossip and discussing household products.

“We are witnessing a departure from a broadcast model, where we would just send out ads … Now it’s many conversations, diverse communities. Changes in digital feeds means that these groups seem specialized, yet they are vast.

“Ensuring your product is discussed by other people, mentioned by individuals, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

This plan mirrors profound shifts taking place in media consumption, with younger consumers devoting greater hours to social media platforms than television, magazines or radio.

The shift is reflected in falling revenues for broadcast and newspaper ads. In the UK, advertising income for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

It also reflects a media convergence as large companies almost become production houses themselves, linking up with a multitude of digital creators to enhance their items.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they are dedicating far more hours to Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the creators they engage with more than they trust ads. That’s a consistent trend.”

He added firms may also cut expenditures by investing in creators over big traditional media campaigns, which also permits simpler message refinement to test effectiveness.

Such methods are increasing. Promotional expenditure on influencer marketing is increasing four times faster than total media spending. In the US, it has more than doubled since 2021 and is projected to reach substantial figures in 2025.

TV's Lasting Role

Regardless of the massive shift, experts said they believed television commercials still played a key part to play, as networks still held the capability to drive countrywide discourse.

Sykes said: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”