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First identified more than 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline might not appear as an obvious target for online content feeds.

Nonetheless, its ascent as a popular subject on TikTok has thrust it into the lead of an marketing transformation, where major corporations are spending big on content creators and devoting less capital to advertising goods in legacy broadcasters.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Currently, a wave of amateur-created clips have recorded its extensive utilization in “life hacks”.

Hailed as a remedy for cleaning shoes or prolonging the scent of perfume, along with a cure for noisy doorways. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

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

Assertions that it diminished the sensation of spicy food on lips were confirmed. This was also the case for ideas it could lengthen scent duration and restore leather handbags. Suggestions it could bleach teeth or extend lashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials 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 guide corporate planning has been termed “social listening”. The company's chief executive, newly named, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was merely adjusting to novel methods of connecting with customers. She said engaging on social media “without dampening the fun” was crucial.

“How can companies join discussions credibly? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and sharing usage tips.

“There’s this moving away from a mass communication approach, where we would just broadcast out … Currently, it's countless discussions, diverse communities. Changes in digital feeds means that these audiences appear specific, but they’re not.

“Having your brand advocated by users, recommended by peers, that fosters reliability and pertinence. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The strategy reflects profound shifts taking place in media consumption, with Gen Z and millennial audiences devoting greater hours to apps like TikTok and Instagram than legacy broadcast and print media.

This change is evidenced by falling revenues for traditional media advertising. Within the United Kingdom, commercial funding for major broadcasters have fallen by more than £600m in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a blurring of media roles as brands effectively act as media producers, collaborating with numerous influencers to promote their goods.

Leon Harlow said: “Obviously there’s a flow of audiences away from some legacy media and they’re spending a lot more time on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He said brands could also save money by targeting content creators over big traditional media campaigns, which also permits simpler message refinement to gauge performance.

Such methods are increasing. Marketing investment on digital creator partnerships is increasing four times faster than the media industry overall. Across the United States, it has over doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

TV's Lasting Role

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to frame public debate.

The executive noted: “Among the most effective advertising investments is still the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”