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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an clear candidate for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has thrust it into the lead of an promotional upheaval, where major corporations are allocating substantial funds to content creators and reducing expenditure on marketing items in legacy broadcasters.

The Path from Petroleum to Platforms

First created commercially in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Now, a flood of amateur-created clips 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, and also a remedy for creaky hinges. It has even been deployed to stop the scourge of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. This was also the case for ideas it could lengthen scent duration and rejuvenate purses. Claims that it would brighten smiles or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Billboards and TV ads 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 tracking of digital spaces to guide corporate planning has been dubbed “social listening”. Unilever's CEO, freshly instated, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

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

“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.

“There’s this moving away from a one-to-many model, where we would just transmit messages … Currently, it's countless discussions, many communities. The shift of the algorithms means that these audiences appear specific, but they’re not.

“Having your brand advocated by consumers, recommended by peers, that is how you can build trust and relevance. Content makers are key. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The strategy reflects profound shifts happening in audience habits, with the youth demographic spending more time on digital networks than television, magazines or radio.

This change is evidenced by falling revenues for TV and print advertising. In the UK, ad revenues for major broadcasters have fallen by more than £600m in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a merging of functions as large companies almost become production houses themselves, collaborating with numerous influencers to boost their products.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences from conventional channels and they are dedicating far more hours to Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to test effectiveness.

Such methods are increasing. Marketing investment on influencer marketing is growing fourfold quicker than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is projected to reach multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, experts said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to drive countrywide discourse.

Sykes said: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”