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First identified over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an natural focus 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 spending big on content creators and putting fewer resources into promoting products in traditional media.

The Path from Petroleum to Platforms

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers using on their skin with a residue from oil extraction. Now, a flood of amateur-created clips have documented the product’s widespread use in “practical tricks”.

Promoted as a remedy for cleaning shoes or prolonging the scent of perfume, and also a remedy 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, executives at the multinational boosted the tips by asking their own scientists to test them and sharing the findings with influencers.

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Claims that it would bleach teeth or make eyelashes longer 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 persuaded leaders to dramatically increase investment in content creators.

This tracking of digital spaces to guide corporate planning has been termed “social listening”. Fernando Fernández, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is heading the digital initiative, said the company was merely adjusting to novel methods of engaging audiences. She said engaging on social media “without killing the party” was crucial.

“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 discussing household products.

“There’s this moving away from a one-to-many model, where we would just broadcast out … Now it’s many conversations, diverse communities. Changes in digital feeds means that these communities feel niche, however, they are large.

“Having your brand advocated by consumers, mentioned by individuals, that fosters reliability and pertinence. Creators are critical to that. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors seismic changes occurring in how media is consumed, with younger consumers allocating more attention to digital networks than traditional TV, print, or radio.

The shift is reflected in drops in TV and print advertising. Across Britain, advertising income for major broadcasters have declined by over six hundred million pounds in actual value since the end of the last decade.

The Creator Economy Boom

It also reflects a blurring of media roles as corporations essentially turn into content studios, partnering with a multitude of digital creators to enhance their items.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they’re spending a lot more time on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. This is a persistent pattern.”

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

This strategy is expanding. Promotional expenditure on the creator economy is growing fourfold quicker than the broader media sector. Stateside, it has over doubled since 2021 and is forecast to attain tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, executives said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

She added: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”