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Originally found more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline could hardly be considered an clear candidate for online content feeds.

Nonetheless, its ascent as a popular subject on TikTok has thrust it into the lead of an marketing transformation, in which large companies are spending big on content creators and putting fewer resources into 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 derivative of drilling. Today, a spree of amateur-created clips have documented the product’s widespread use in “everyday tips”.

It has been touted as a solution for polishing footwear or extending perfume longevity, and also a remedy for noisy doorways. It has even been deployed to combat the nuisance of snack dust adhering to hands.

Harnessing the Hype

Detecting the product’s new life online, marketers at Unilever amplified the hacks by asking their own scientists to test them and providing creators with the outcome data.

Assertions that it diminished the burn from hot food on the lips were given the thumbs up. So too were ideas it could prolong perfume and revive leather bags. Proposals that it might whiten teeth or lengthen eyelashes were disproven.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have been the cornerstone of its marketing push. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This monitoring of online platforms to shape commercial tactics has been termed “social listening”. The company's chief executive, freshly instated, has indicated the goal is to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

The company's social media lead, who is leading the online push, said the company was merely adjusting to novel methods of reaching consumers. She said interacting online “without spoiling the atmosphere” was paramount.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, since the era of community gossip and talking about what they used.

“There’s this moving away from a one-to-many model, where we would just transmit messages … Currently, it's countless discussions, various groups. The evolution of platform algorithms means that these communities feel niche, however, they are large.

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

A Seismic Media Shift

The strategy reflects seismic changes occurring in how media is consumed, with Gen Z and millennial audiences spending more time on digital networks than traditional TV, print, or radio.

This change is evidenced by drops in TV and print advertising. Across Britain, ad revenues for major broadcasters have dropped substantially in real terms since 2019.

The Creator Economy Boom

It also reflects a merging of functions as brands effectively act as media producers, linking up with numerous influencers 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’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 people trust recommendations from the creators they engage with 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 test effectiveness.

The approach is growing. Promotional expenditure on influencer marketing is rising at quadruple the rate than total media spending. In the US, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums 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 broadcasters retained the power to frame public debate.

Sykes said: “A top-tier ROI marketing event is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”