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As a product discovered over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline may not seem like an obvious target for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an advertising revolution, where major corporations are allocating substantial funds to content creators and putting fewer resources into marketing items in legacy broadcasters.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a byproduct of the drilling process. Today, a spree of user-generated videos have chronicled its broad application in “everyday tips”.

Promoted as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for noisy doorways. It has even been deployed to combat the nuisance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Spotting its digital renaissance, marketers at Unilever boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Suggestions that it lessened the burn from hot food on the lips were confirmed. So too were ideas it could extend fragrance and restore leather handbags. Suggestions it could bleach teeth or extend lashes were refuted.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. Fernando Fernández, freshly instated, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

Selina Sykes, who is spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said interacting online “without dampening the fun” was essential.

“What is the key to genuine brand integration? This remains our core objective as brands, since the era of community gossip and talking about what they used.

“We are witnessing a departure from a broadcast model, where we would just transmit messages … Currently, it's countless discussions, various groups. Changes in digital feeds means that these communities feel niche, but they’re not.

“If you can make sure your brand is shared by users, mentioned by individuals, that fosters reliability and pertinence. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors dramatic transformations happening in audience habits, with Gen Z and millennial audiences allocating more attention to apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by drops in TV and print advertising. In the UK, advertising income for major broadcasters have declined by over six hundred million pounds in real terms since 2019.

The Rise of the Creator Economy

This further signifies a blurring of media roles as brands effectively act as media producers, partnering with numerous influencers to boost their products.

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 digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Many companies report to us audiences believe endorsements from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

Such methods are increasing. Advertising spending on digital creator partnerships is growing fourfold quicker than the broader media sector. Across the United States, it has more than doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

TV's Lasting Role

Despite the huge changes, experts 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 events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”