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As a product discovered over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline might not appear as an obvious target for online content feeds.

However, its rise as a viral TikTok topic has positioned it at the vanguard of an promotional upheaval, where major corporations are allocating substantial funds to 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 observed drillers using on their skin with a residue from oil extraction. Today, a spree of amateur-created clips have chronicled its broad application in “everyday tips”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, as well as a fix for noisy doorways. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

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

The ‘Social Listening’ Strategy

Billboards and TV ads 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 termed “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend a full fifty percent of its huge ad budget on digital creator content.

Evolving With Audience Behavior

A leading Unilever executive, who is heading the digital initiative, said the company was simply adapting to new ways of engaging audiences. She said engaging on social media “without killing the party” was paramount.

“How can companies join discussions credibly? This remains our core objective as brands, since the era of community gossip and talking about what they used.

“There’s this moving away from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, many communities. Changes in digital feeds means that these communities feel niche, but they’re not.

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

A Seismic Media Shift

The approach indicates seismic changes taking place in media consumption, with the youth demographic devoting greater hours to digital networks than legacy broadcast and print media.

The shift is reflected in falling revenues for TV and print advertising. Across Britain, advertising income for leading TV channels have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

Additionally, it points to a blurring of media roles as large companies almost become production houses themselves, collaborating with a multitude of digital creators to boost their products.

Leon Harlow said: “Obviously there’s a flow of audiences out of certain traditional media outlets and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us people trust recommendations from the creators they engage with over traditional advertisements. It's an ongoing shift.”

He said brands could also save money by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to test effectiveness.

Such methods are increasing. Promotional expenditure on influencer marketing is increasing four times faster than total media spending. Stateside, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Even with this transformation, experts said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to drive countrywide discourse.

She added: “Among the most effective advertising investments is still the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”