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First identified over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an obvious target for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has thrust it into the lead of an marketing transformation, in which large companies are investing heavily in content creators and putting fewer resources into advertising goods in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have chronicled its broad application in “everyday tips”.

It has been touted as a solution for polishing footwear or extending perfume longevity, as well as a fix for squeaky doors. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational 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 confirmed. This was also the case for ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might brighten smiles or extend lashes were refuted.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have formed the bulk of its promotional efforts. Yet this viral episode 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”. Unilever's CEO, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Evolving With Audience Behavior

The company's social media lead, who is heading the digital initiative, said the company was just evolving with contemporary approaches of reaching consumers. She said participating on platforms “without dampening the fun” was paramount.

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

“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, yet they are vast.

“Having your brand advocated by other people, talked about by other people, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

The strategy reflects dramatic transformations taking place in media consumption, with Gen Z and millennial audiences spending more time on social media platforms than traditional TV, print, or radio.

The transition is visible in drops in traditional media advertising. Across Britain, advertising income for major broadcasters have fallen by more than £600m in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

This further signifies a blurring of media roles as corporations essentially turn into content studios, collaborating with hundreds of content creators to boost their products.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us people trust recommendations from the individuals they follow over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over large-scale legacy ad buys, which also permits simpler message refinement to gauge performance.

Such methods are increasing. Marketing investment on digital creator partnerships is increasing four times faster than the media industry overall. Across the United States, it has over doubled since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as networks still held the capability to shape the national conversation.

She added: “A top-tier ROI marketing event is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”