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Originally found more than 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline might not appear as an obvious target for online content feeds.

However, its rise as a popular subject on TikTok has thrust it into the lead of an promotional upheaval, where major corporations are allocating substantial funds to content creators and reducing expenditure on promoting products in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who observed drillers using on their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have recorded its extensive utilization in “everyday tips”.

Hailed as a fix for dirty sneakers or making fragrance last longer, and also a remedy for noisy doorways. Its use has even extended to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational enhanced the tricks by tasking their in-house experts with verification and providing creators with the outcome data.

Assertions that it diminished the burn from hot food on the lips were validated. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might brighten smiles or lengthen eyelashes were disproven.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This tracking of digital spaces to guide corporate planning has been dubbed “social listening”. Unilever's CEO, freshly instated, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Evolving With Audience Behavior

Selina Sykes, who is heading the digital initiative, said the company was merely adjusting to novel methods of connecting with customers. She said interacting online “without spoiling the atmosphere” was essential.

“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.

“The trend is shifting from a broadcast model, where we would just transmit messages … Today, it's numerous dialogues, many communities. The shift of the algorithms means that these groups seem specialized, yet they are vast.

“Having your brand advocated by users, mentioned by individuals, that is how you can build trust and relevance. Creators are critical to that. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects seismic changes taking place in media consumption, with younger consumers allocating more attention to social media platforms than traditional TV, print, or radio.

The transition is visible in declines in TV and print advertising. Within the United Kingdom, advertising income for major broadcasters have fallen by more than £600m in real terms since 2019.

The Rise of the Creator Economy

It also reflects a merging of functions as large companies almost become production houses themselves, partnering with hundreds of content creators to boost their products.

An industry expert from a leading agency said: “Naturally, an exodus of attention from conventional channels and they’re spending a lot more time on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us audiences believe endorsements from the creators they engage with compared to commercial messages. 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 test effectiveness.

The approach is growing. Advertising spending on the creator economy is increasing four times faster than the media industry overall. In the US, it has more than doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

TV's Lasting Role

Despite the huge changes, executives said they believed TV advertising still had a prominent role to play, as networks still held the capability to frame public debate.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”