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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an natural focus for online content feeds.

However, its rise as a popular subject on TikTok has placed it at the forefront of an advertising revolution, where major corporations are investing heavily in content creators and reducing expenditure on promoting products in conventional outlets.

The Path from Petroleum to Platforms

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Now, a flood of content from users have documented the product’s widespread use in “practical tricks”.

It has been touted as a fix for dirty sneakers or making fragrance last longer, as well as a fix for creaky hinges. It has even been deployed to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

Detecting the product’s new life online, strategists within the corporation enhanced the tricks by tasking their in-house experts with verification and letting the content creators in on the results.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. Similarly supported were ideas it could prolong perfume and rejuvenate purses. Claims that it would brighten smiles or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This monitoring of online platforms to inform business strategy has been labeled “social listening”. The company's chief executive, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Evolving With Audience Behavior

A leading Unilever executive, who is heading the digital initiative, said the company was merely adjusting to novel methods of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was crucial.

“How can companies join discussions credibly? This has perpetually been our aim as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a mass communication approach, where we would just send out ads … Now it’s many conversations, many communities. The evolution of platform algorithms means that these groups seem specialized, yet they are vast.

“Ensuring your product is discussed by other people, talked about by other people, that fosters reliability and pertinence. Creators are critical to that. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

This plan mirrors dramatic transformations occurring in how media is consumed, with Gen Z and millennial audiences spending more time on digital networks than legacy broadcast and print media.

The shift is reflected in falling revenues for TV and print advertising. Across Britain, ad revenues for primary networks have declined by over six hundred million pounds in real terms since 2019.

The Rise of the Creator Economy

It also reflects a media convergence as corporations essentially turn into content studios, 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 out of certain traditional media outlets and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us audiences believe endorsements from the individuals they follow more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by targeting content creators over large-scale legacy ad buys, which also permits simpler message refinement to see what works.

The approach is growing. Promotional expenditure on digital creator partnerships is increasing four times faster than total media spending. Across the United States, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to shape the national conversation.

She added: “A top-tier ROI marketing event is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … I think there’s 100% a place for them.”