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Originally found more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline may not seem like an clear candidate for online content feeds.

However, its rise as a TikTok talking point has placed it at the forefront of an advertising revolution, where major corporations are investing heavily in content creators and reducing expenditure on marketing items in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Today, a spree of amateur-created clips have documented the product’s widespread use in “life hacks”.

Hailed as a solution for polishing footwear or making fragrance last longer, as well as a fix for noisy doorways. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Spotting its digital renaissance, strategists within the corporation amplified the hacks by tasking their in-house experts with verification and sharing the findings with influencers.

Assertions that it diminished the sensation of spicy food on lips were validated. This was also the case for ideas it could prolong perfume and revive leather bags. Claims that it would bleach teeth or lengthen eyelashes were debunked.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have formed the bulk of its promotional efforts. However, this online trend has led decision-makers to dramatically increase investment in content creators.

This tracking of digital spaces to inform business strategy has been dubbed “social listening”. The company's chief executive, recently appointed, 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 spearheading the social media effort, said the company was simply adapting to new ways of connecting with customers. She said engaging on social media “without spoiling the atmosphere” was crucial.

“How can companies join discussions credibly? That’s always what we’ve been trying to do 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 broadcast out … Today, it's numerous dialogues, many communities. The shift of the algorithms means that these audiences appear specific, yet they are vast.

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

A Seismic Media Shift

This plan mirrors seismic changes taking place in media consumption, with younger consumers allocating more attention to digital networks than legacy broadcast and print media.

This change is evidenced by declines in traditional media advertising. In the UK, commercial funding for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

This further signifies a media convergence as large companies almost become production houses themselves, linking up with hundreds of content creators to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels and their time is increasingly on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

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

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

This strategy is expanding. Marketing investment on influencer marketing is rising at quadruple the rate than the broader media sector. In the US, it has increased by over 100% since 2021 and is forecast to attain multi-billion dollar sums in 2025.

TV's Lasting Role

Regardless of the massive shift, experts said they believed TV advertising still had a prominent role to play, as networks still held the capability to frame public debate.

The executive noted: “A top-tier ROI marketing event is still major broadcast spectacles. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”