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Originally found more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline might not appear as an clear candidate for online content feeds.

However, its rise as a popular subject on TikTok has placed it at the forefront of an promotional upheaval, seeing big businesses spending big on content creators and reducing expenditure on advertising goods in legacy broadcasters.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Now, a flood of amateur-created clips have documented the product’s widespread use in “life hacks”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, as well as a fix for squeaky doors. It has even been deployed to combat the nuisance of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation enhanced the tricks by having their research teams evaluate the claims and providing creators with the outcome data.

Suggestions that it lessened the sensation of spicy food on lips were validated. This was also the case for ideas it could extend fragrance and rejuvenate purses. Claims that it would whiten teeth or make eyelashes longer were disproven.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been dubbed “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was just evolving with contemporary approaches of engaging audiences. She said participating on platforms “without killing the party” was essential.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and sharing usage tips.

“We are witnessing a departure from a mass communication approach, where we would just send out ads … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these communities feel niche, however, they are large.

“Ensuring your product is discussed by users, recommended by peers, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The approach indicates dramatic transformations taking place in media consumption, with younger consumers spending more time on digital networks than legacy broadcast and print media.

The transition is visible in drops in broadcast and newspaper ads. Across Britain, advertising income for major broadcasters have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a merging of functions as large companies almost become production houses themselves, linking up 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 from conventional channels and they’re spending a lot more time on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us people trust recommendations from the creators they engage with over traditional advertisements. It's an ongoing shift.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

The approach is growing. Advertising spending on influencer marketing is growing fourfold quicker than the media industry overall. Stateside, it has more than doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

TV's Lasting Role

Regardless of the massive shift, executives said they believed television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

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’s about who’s capturing attention … I believe there is absolutely a role for them.”