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As a product discovered more than 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline could hardly be considered an clear candidate for online content feeds.

However, its rise as a viral TikTok topic has placed it at the forefront of an marketing transformation, in which large companies are allocating substantial funds to content creators and reducing expenditure on promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Today, a spree of content from users have recorded its extensive utilization in “everyday tips”.

Hailed as a solution for polishing footwear or extending perfume longevity, as well as a fix for creaky hinges. Its use has even extended to stop the scourge of crisp flavouring sticking to fingers.

Leveraging the Buzz

Detecting the product’s new life online, strategists within the corporation enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the burn from hot food on the lips were given the thumbs up. Similarly supported were ideas it could prolong perfume and revive leather bags. Suggestions it could bleach teeth or extend lashes were disproven.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have dominated Unilever’s advertising drive. 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”. The company's chief executive, recently appointed, has indicated the goal is to spend a full fifty percent of its huge ad budget on platform-based material.

Shifting to Modern Engagement

The company's social media lead, who is spearheading the social media effort, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was essential.

“How do brands authentically become part of the conversation? 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 send out ads … Now it’s many conversations, many communities. Changes in digital feeds means that these communities feel niche, but they’re not.

“Having your brand advocated by consumers, mentioned by individuals, that fosters reliability and pertinence. Creators are critical to that. We are expanding this endorsement system.”

A Seismic Media Shift

This plan mirrors seismic changes happening in audience habits, with younger consumers allocating more attention to apps like TikTok and Instagram than television, magazines or radio.

The transition is visible in falling revenues for traditional media advertising. In the UK, advertising income for leading TV channels have fallen by more than £600m in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a media convergence 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: “Obviously there’s a flow of audiences away from some legacy media and they are dedicating far more hours to Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us audiences believe endorsements from the individuals they follow more than they trust ads. It's an ongoing shift.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

Such methods are increasing. Advertising spending on influencer marketing is rising at quadruple the rate than the broader media sector. Across the United States, it has more than doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

TV's Lasting Role

Regardless of the massive shift, industry figures said they believed television commercials still played a key part to play, as networks still held the capability to drive countrywide discourse.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”