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Originally found more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline could hardly be considered an obvious target for online content feeds.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an promotional upheaval, seeing big businesses spending big on content creators and putting fewer resources into advertising goods in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Now, a flood of user-generated videos have documented the product’s widespread use in “everyday tips”.

Promoted as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for noisy doorways. It has even been deployed to stop the scourge of snack dust adhering to hands.

Leveraging the Buzz

Spotting its digital renaissance, strategists within the corporation enhanced the tricks by tasking their in-house experts with verification and providing creators with the outcome data.

Suggestions that it lessened the sting of chili on the mouth were validated. Similarly supported were ideas it could extend fragrance and revive leather bags. Proposals that it might bleach teeth or make eyelashes longer were debunked.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. However, this online trend has led decision-makers to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

A leading Unilever executive, who is leading the online push, said the company was simply adapting to new ways of connecting with customers. She said interacting online “without dampening the fun” was essential.

“What is the key to genuine brand integration? This remains our core objective as brands, back to when people were hanging out their laundry and discussing household products.

“The trend is shifting from a broadcast model, where we would just transmit messages … Today, it's numerous dialogues, diverse communities. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“Ensuring your product is discussed by consumers, mentioned by individuals, that fosters reliability and pertinence. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors profound shifts occurring in how media is consumed, with the youth demographic allocating more attention to digital networks than legacy broadcast and print media.

The shift is reflected in drops in TV and print advertising. Within the United Kingdom, commercial funding for primary networks have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

This further signifies a media convergence as corporations essentially turn into content studios, partnering 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 their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to 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 large-scale legacy ad buys, which also permits simpler message refinement to gauge performance.

This strategy is expanding. Advertising spending on digital creator partnerships is rising at quadruple the rate than the media industry overall. In the US, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Even with this transformation, executives said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

The executive noted: “A top-tier ROI marketing event is still major broadcast spectacles. It's not a matter of networks declaring: ‘Our relevance has faded.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”