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As a product discovered over 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline may not seem like an clear candidate for online content feeds.

However, its rise as a TikTok talking point has thrust it into the lead of an promotional upheaval, seeing big businesses spending big on content creators and devoting less capital to promoting products in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Today, a spree of amateur-created clips have recorded its extensive utilization in “life hacks”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, as well as a fix for squeaky doors. Users have even applied it to prevent the annoyance of crisp flavouring sticking to fingers.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever enhanced the tricks by tasking their in-house experts with verification and sharing the findings with influencers.

Claims that Vaseline reduced the sting of chili on the mouth were validated. This was also the case for ideas it could extend fragrance and rejuvenate purses. Proposals that it might bleach teeth or extend lashes were refuted.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. However, this online trend has helped convince executives to ramp up funding for content creators.

This tracking of digital spaces to inform business strategy has been labeled “social listening”. Unilever's CEO, newly named, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

The company's social media lead, who is heading the digital initiative, said the company was just evolving with contemporary approaches of connecting with customers. She said interacting online “without spoiling the atmosphere” was paramount.

“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 broadcast model, where we would just transmit messages … Now it’s many conversations, many communities. The shift of the algorithms means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by users, recommended by peers, that fosters reliability and pertinence. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates profound shifts taking place in media consumption, with younger consumers spending more time on digital networks than legacy broadcast and print media.

The transition is visible in drops in traditional media advertising. Within the United Kingdom, commercial funding for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

This further signifies a blurring of media roles as brands effectively act as media producers, partnering with a multitude of digital creators to promote their goods.

Leon Harlow said: “Naturally, an exodus of attention out of certain traditional media outlets and they are dedicating far more hours to Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He added firms may also cut expenditures by focusing on influencers over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

This strategy is expanding. Promotional expenditure on the creator economy is increasing four times faster than the broader media sector. Stateside, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, industry figures said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”