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Originally found over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an obvious target for online content feeds.

Nonetheless, its ascent as a popular subject on TikTok has placed it at the forefront of an promotional upheaval, in which large companies are investing heavily in content creators and putting fewer resources into marketing items in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who saw laborers using on their skin with a derivative of drilling. Currently, a wave of amateur-created clips have chronicled its broad application in “practical tricks”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, as well as a fix for squeaky doors. It has even been deployed to prevent the annoyance of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, marketers at Unilever amplified the hacks by having their research teams evaluate the claims and letting the content creators in on the results.

Suggestions that it lessened the sensation of spicy food on lips were confirmed. Similarly supported were ideas it could lengthen scent duration and revive leather bags. Suggestions it could bleach teeth or extend lashes were refuted.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has helped convince executives to dramatically increase investment in content creators.

This tracking of digital spaces to guide corporate planning has been dubbed “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was simply adapting to new ways of reaching consumers. She said interacting online “without killing the party” was crucial.

“How can companies join discussions credibly? This remains our core objective as brands, dating to when neighbors chatted over fences and talking about what they used.

“The trend is shifting from a mass communication approach, where we would just send out ads … Currently, it's countless discussions, various groups. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by users, recommended by peers, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates profound shifts occurring in how media is consumed, with the youth demographic devoting greater hours to apps like TikTok and Instagram than legacy broadcast and print media.

This change is evidenced by declines in TV and print advertising. Within the United Kingdom, commercial funding for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

This further signifies a blurring of media roles as large companies almost become production houses themselves, linking up with hundreds of content creators to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the creators they engage with more than they trust ads. This is a persistent pattern.”

He noted companies can reduce costs by investing in creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

Such methods are increasing. Promotional expenditure on the creator economy is increasing four times faster than total media spending. In the US, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Regardless of the massive shift, experts said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

Sykes said: “One of the highest return-on-investment media opportunities 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 … I think there’s 100% a place for them.”