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Originally found over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an obvious target for online content feeds.

However, its rise as a popular subject on TikTok has placed it at the forefront of an marketing transformation, in which large companies are investing heavily in content creators and reducing expenditure on advertising goods in traditional media.

The Path from Petroleum to Platforms

First created commercially in the 1870s by chemist Robert Cheeseborough, who saw laborers using on their skin with a derivative of drilling. Currently, a wave of user-generated videos have recorded its extensive utilization in “life hacks”.

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

Leveraging the Buzz

Detecting the product’s new life online, executives at the multinational enhanced the tricks by asking their own scientists to test them and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were given the thumbs up. This was also the case for ideas it could lengthen scent duration and revive leather bags. Proposals that it might whiten teeth or lengthen eyelashes were debunked.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to turbocharge spending on content creators.

This monitoring of online platforms to guide corporate planning has been termed “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

The company's social media lead, who is leading the online push, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was paramount.

“What is the key to genuine brand integration? This remains our core objective as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a one-to-many model, where we would just send out ads … Now it’s many conversations, various groups. The evolution of platform algorithms means that these groups seem specialized, yet they are vast.

“Having your brand advocated by consumers, talked about by other people, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors seismic changes happening in audience habits, with Gen Z and millennial audiences spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

The transition is visible in declines in broadcast and newspaper ads. Across Britain, commercial funding for major broadcasters have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

Additionally, it points to a merging of functions as corporations essentially turn into content studios, linking up 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 from conventional channels and their time is increasingly on social platforms like 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 over traditional advertisements. It's an ongoing shift.”

He added firms may also cut expenditures by focusing on influencers over big traditional media campaigns, which also enables easier content adjustment to test effectiveness.

The approach is growing. Advertising spending on the creator economy is growing fourfold quicker than the media industry overall. Across the United States, it has over doubled since 2021 and is projected to reach 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 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 believe there is absolutely a role for them.”