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First identified more than 150 years ago within a Pennsylvania drilling site, 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 placed it at the forefront of an marketing transformation, in which large companies are allocating substantial funds to content creators and putting fewer resources into promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Currently, a wave of content from users have documented the product’s widespread use in “everyday tips”.

It has been touted as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for squeaky doors. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational amplified the hacks 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 validated. This was also the case for ideas it could lengthen scent duration and restore leather handbags. Proposals that it might whiten teeth or lengthen eyelashes were debunked.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. However, this online trend has led decision-makers to dramatically increase investment in content creators.

This tracking of digital spaces to guide corporate planning has been termed “social listening”. Unilever's CEO, recently appointed, has stated the intention is to spend a full fifty percent of its huge ad budget on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was just evolving with contemporary approaches of reaching consumers. She said participating on platforms “without killing the party” was paramount.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, since the era of community gossip and sharing usage tips.

“There’s this moving away from a mass communication approach, where we would just broadcast out … Now it’s many conversations, various groups. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“Having your brand advocated by other people, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects profound shifts taking place in media consumption, with Gen Z and millennial audiences allocating more attention to social media platforms than television, magazines or radio.

This change is evidenced by declines in traditional media advertising. In the UK, ad revenues for major broadcasters have declined by over six hundred million pounds in actual value since the end of the last decade.

Influencer Marketing Expansion

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

An industry expert from a leading agency said: “Obviously there’s a flow of audiences from conventional channels and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us audiences believe endorsements from the individuals they follow more than they trust ads. That’s a consistent trend.”

He added firms may also cut expenditures by focusing on influencers over expensive broadcast campaigns, which also enables easier content adjustment to gauge performance.

This strategy is expanding. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than the broader media sector. Across the United States, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Even with this transformation, experts said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to drive countrywide discourse.

She added: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”