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Originally found more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an obvious target for online content feeds.

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, in which large companies are allocating substantial funds to content creators and devoting less capital to marketing items in traditional media.

From Oil Rigs to Online Hacks

First created commercially 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 chronicled its broad application in “practical tricks”.

Promoted as a fix for dirty sneakers or making fragrance last longer, and also a remedy for creaky hinges. Users have even applied it to stop the scourge of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could prolong perfume and restore leather handbags. Suggestions it could whiten teeth or make eyelashes longer were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. However, this online trend has led decision-makers to ramp up funding for content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. Unilever's CEO, newly named, has stated the intention is to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without spoiling the atmosphere” was crucial.

“How do brands authentically become part of the conversation? This remains our core objective as brands, dating to when neighbors chatted over fences and discussing household products.

“We are witnessing a departure from a one-to-many model, where we would just broadcast out … Now it’s many conversations, various groups. Changes in digital feeds means that these communities feel niche, but they’re not.

“If you can make sure your brand is shared by other people, recommended by peers, that fosters reliability and pertinence. Content makers are key. We are expanding this endorsement system.”

A Seismic Media Shift

The approach indicates seismic changes happening in audience habits, with the youth demographic allocating more attention to social media platforms than television, magazines or radio.

This change is evidenced by drops in TV and print advertising. Within the United Kingdom, advertising income 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 large companies almost become production houses themselves, collaborating with a multitude of digital creators to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they are dedicating far more hours to digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us people trust recommendations from the creators they engage with more than they trust ads. That’s a consistent trend.”

He said brands could also save money by focusing on influencers over large-scale legacy ad buys, which also enables easier content adjustment to see what works.

Such methods are increasing. Marketing investment on digital creator partnerships is increasing four times faster than total media spending. In the US, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed broadcast ads retained significant importance to play, as networks still held the capability to shape the national conversation.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ The focus is on who seizes focus … I think there’s 100% a place for them.”