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Originally found more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an natural focus for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has positioned it at the vanguard of an marketing transformation, in which large companies are allocating substantial funds to content creators and putting fewer resources into promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a residue from oil extraction. Currently, a wave of user-generated videos have recorded its extensive utilization in “everyday tips”.

Promoted as a solution for polishing footwear or prolonging the scent of perfume, as well as a fix for creaky hinges. Users have even applied it to stop the scourge of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation 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 revive leather bags. Suggestions it could brighten smiles or make eyelashes longer were debunked.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have formed the bulk of its promotional efforts. However, this online trend has persuaded leaders to dramatically increase investment in 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.

Evolving With Audience Behavior

A leading Unilever executive, who is heading the digital initiative, 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 sharing usage tips.

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

“Having your brand advocated by consumers, mentioned by individuals, that fosters reliability and pertinence. Influencers are vital for this. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations occurring in how media is consumed, with the youth demographic devoting greater hours to social media platforms than legacy broadcast and print media.

This change is evidenced by falling revenues for broadcast and newspaper ads. In the UK, commercial funding for primary networks have fallen by more than £600m in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a media convergence as large companies almost become production houses themselves, collaborating with numerous influencers to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels and they’re spending a lot more time on digital video and image apps than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us audiences believe endorsements from the creators they engage with compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to see what works.

The approach is growing. Promotional expenditure on influencer marketing is increasing four times faster than the broader media sector. Stateside, it has over doubled since 2021 and is projected to reach tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, executives 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. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”