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First identified more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an obvious target for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has thrust it into the lead of an marketing transformation, seeing big businesses spending big on content creators and putting fewer resources into promoting products in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a byproduct of the drilling process. Now, a flood of content from users have chronicled its broad application in “practical tricks”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, along with a cure for noisy doorways. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, marketers at Unilever amplified the hacks by asking their own scientists to test them and letting the content creators in on the results.

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. This was also the case for ideas it could prolong perfume and rejuvenate purses. Proposals that it might whiten teeth or extend lashes were disproven.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has led decision-makers to ramp up funding for content creators.

This monitoring of online platforms to inform business strategy has been labeled “social listening”. Fernando Fernández, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of reaching consumers. She said engaging on social media “without dampening the fun” was crucial.

“How do brands authentically become part of the conversation? This remains our core objective as brands, since the era of community gossip and discussing household products.

“We are witnessing a departure from a broadcast model, where we would just transmit messages … Currently, it's countless discussions, diverse communities. Changes in digital feeds means that these groups seem specialized, yet they are vast.

“Ensuring your product is discussed by other people, recommended by peers, that fosters reliability and pertinence. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The approach indicates seismic changes occurring in how media is consumed, with the youth demographic devoting greater hours to digital networks than television, magazines or radio.

The transition is visible in falling revenues for broadcast and newspaper ads. Within the United Kingdom, commercial funding for major broadcasters have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

This further signifies a media convergence as large companies almost become production houses themselves, partnering with hundreds of content creators to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels and they are dedicating far more hours to digital video and image apps than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us people trust recommendations from the creators they engage with more than they trust ads. That’s a consistent trend.”

He added firms may also cut expenditures by focusing on influencers over large-scale legacy ad buys, which also allows them to tweak their content more easily to gauge performance.

Such methods are increasing. Marketing investment on the creator economy is rising at quadruple the rate than the broader media sector. Stateside, 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, industry figures said they believed television commercials still played a key part to play, as networks still held the capability to drive countrywide discourse.

The executive noted: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”