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Originally found more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline might not appear as an clear candidate for online content feeds.

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an marketing transformation, seeing big businesses allocating substantial funds to content creators and devoting less capital to promoting products in conventional outlets.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who saw laborers applying to their skin with a derivative of drilling. Today, a spree of user-generated videos have chronicled its broad application in “practical tricks”.

Hailed as a solution for polishing footwear or making fragrance last longer, and also a remedy for squeaky doors. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever enhanced the tricks by asking their own scientists to test them and providing creators with the outcome data.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. This was also the case for ideas it could extend fragrance and revive leather bags. Proposals that it might brighten smiles or make eyelashes longer were refuted.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have dominated Unilever’s advertising drive. However, this online trend has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to inform business strategy has been termed “social listening”. Unilever's CEO, freshly instated, has indicated the goal is to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said engaging on social media “without dampening the fun” was essential.

“How can companies join discussions credibly? This remains our core objective as brands, back to when people were hanging out their laundry and sharing usage tips.

“The trend is shifting from a broadcast model, where we would just broadcast out … Now it’s many conversations, many communities. Changes in digital feeds means that these groups seem specialized, but they’re not.

“Ensuring your product is discussed by other people, mentioned by individuals, that fosters reliability and pertinence. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors dramatic transformations happening in audience habits, with Gen Z and millennial audiences spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by falling revenues for broadcast and newspaper ads. In the UK, commercial funding for leading TV channels have declined by over six hundred million pounds in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a merging of functions as large companies almost become production houses themselves, partnering with hundreds of content creators to enhance their items.

A commercial director at a major talent 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 people trust recommendations from the creators they engage with over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also enables easier content adjustment to gauge performance.

This strategy is expanding. Advertising spending on influencer marketing is growing fourfold quicker than total media spending. Stateside, it has over doubled since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Despite the huge changes, 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 major broadcast spectacles. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”