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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 natural focus for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has thrust it into the lead of an advertising revolution, seeing big businesses spending big on content creators and putting fewer resources into marketing items in legacy broadcasters.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a byproduct of the drilling process. Now, a flood of content from users have chronicled its broad application in “everyday tips”.

Hailed as a solution for polishing footwear or making fragrance last longer, as well as a fix for squeaky doors. It has even been deployed to stop the scourge of chip seasoning clinging to fingers.

Leveraging the Buzz

Spotting its digital renaissance, strategists within the corporation amplified the hacks by tasking their in-house experts with verification and letting the content creators in on the results.

Claims that Vaseline reduced the burn from hot food on the lips were confirmed. So too were ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might bleach teeth or lengthen eyelashes were refuted.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. However, this online trend has persuaded leaders to ramp up funding for content creators.

This observation of social channels to guide corporate planning has been termed “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Evolving With Audience Behavior

The company's social media lead, who is leading the online push, said the company was simply adapting to new ways of connecting with customers. She said engaging on social media “without dampening the fun” was essential.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, back to when people were hanging out their laundry and talking about what they used.

“The trend is shifting from a one-to-many model, where we would just send out ads … Currently, it's countless discussions, many communities. The shift of the algorithms means that these audiences appear specific, yet they are vast.

“If you can make sure your brand is shared by consumers, recommended by peers, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations happening in audience habits, with the youth demographic spending more time on digital networks than legacy broadcast and print media.

This change is evidenced by declines in TV and print advertising. In the UK, advertising income for primary networks have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

This further signifies a media convergence as corporations essentially turn into content studios, partnering with numerous influencers to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. It's an ongoing shift.”

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

Such methods are increasing. Promotional expenditure on the creator economy is growing fourfold quicker than the broader media sector. Across the United States, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed TV advertising still had a prominent role to play, as networks still held the capability to shape the national conversation.

Sykes said: “Among the most effective advertising investments is still major broadcast spectacles. It's not a matter of networks declaring: ‘Our relevance has faded.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”