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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an clear candidate for online content feeds.

Yet the brand’s emergence as a popular subject on TikTok has positioned it at the vanguard of an advertising revolution, in which large companies are spending big on content creators and devoting less capital to marketing items in conventional outlets.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a byproduct of the drilling process. Today, a spree of content from users have documented the product’s widespread use in “everyday tips”.

Promoted as a fix for dirty sneakers or prolonging the scent of perfume, as well as a fix for noisy doorways. Users have even applied it to stop the scourge of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, marketers at Unilever boosted the tips by tasking their in-house experts with verification and letting the content creators in on the results.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. So too were ideas it could extend fragrance and revive leather bags. Suggestions it could bleach teeth or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This tracking of digital spaces to guide corporate planning has been termed “social listening”. Unilever's CEO, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

A leading Unilever executive, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said participating on platforms “without spoiling the atmosphere” was paramount.

“How can companies join discussions credibly? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a mass communication approach, where we would just send out ads … Currently, it's countless discussions, various groups. The evolution of platform algorithms means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by consumers, recommended by peers, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors profound shifts occurring in how media is consumed, with younger consumers spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in declines in 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 Creator Economy Boom

Additionally, it points to a blurring of media roles as corporations essentially turn into content studios, linking up with hundreds of content creators to boost their products.

An industry expert from a leading agency said: “Naturally, an exodus of attention away from some legacy media 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 said brands could also save money 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 growing fourfold quicker than total media spending. Stateside, it has increased by over 100% since 2021 and is forecast to attain tens of billions in 2025.

The Enduring Power of Broadcast

Despite the huge changes, executives said they believed TV advertising still had a prominent role to play, as networks still held the capability to shape the national conversation.

She added: “Among the most effective advertising investments is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”