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

However, its rise as a viral TikTok topic has thrust it into the lead of an marketing transformation, in which large companies are investing heavily in content creators and reducing expenditure on advertising goods in conventional outlets.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who saw laborers using on their skin with a byproduct of the drilling process. Currently, a wave of amateur-created clips have documented the product’s widespread use in “practical tricks”.

It has been touted as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for noisy doorways. Users have even applied it to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, executives at the multinational amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the sensation of spicy food on lips were confirmed. This was also the case for ideas it could prolong perfume and revive leather bags. Claims that it would brighten smiles or extend lashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has helped convince executives to dramatically increase investment in content creators.

This monitoring of online platforms to inform business strategy has been labeled “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said engaging on social media “without dampening the fun” was crucial.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and talking about what they used.

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

“If you can make sure your brand is shared by users, recommended by peers, that fosters reliability and pertinence. Influencers are vital for this. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

This plan mirrors profound shifts occurring in how media is consumed, with younger consumers devoting greater hours to digital networks than traditional TV, print, or radio.

This change is evidenced by falling revenues for TV and print advertising. Within the United Kingdom, advertising income for primary networks have fallen by more than £600m in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a merging of functions as large companies almost become production houses themselves, partnering with hundreds of content creators to enhance their items.

Leon Harlow said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they’re spending a lot more time on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us people trust recommendations from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over large-scale legacy ad buys, which also enables easier content adjustment to gauge performance.

Such methods are increasing. Advertising spending on the creator economy is rising at quadruple the rate than the broader media sector. Across the United States, it has more than doubled since 2021 and is forecast to attain substantial figures 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 drive countrywide discourse.

She added: “One of the highest return-on-investment media opportunities is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”