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As a product discovered over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline could hardly be considered an clear candidate for online content feeds.

However, its rise as a viral TikTok topic has thrust it into the lead of an marketing transformation, in which large companies are investing heavily in content creators and devoting less capital to marketing items in traditional media.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a derivative of drilling. Now, a flood of user-generated videos have chronicled its broad application in “life hacks”.

It has been touted as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for noisy doorways. It has even been deployed to stop the scourge of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, marketers at Unilever amplified the hacks by tasking their in-house experts with verification and sharing the findings with influencers.

Suggestions that it lessened the burn from hot food on the lips were given the thumbs up. Similarly supported were ideas it could extend fragrance and revive leather bags. Suggestions it could bleach teeth or make eyelashes longer were debunked.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. Yet this viral episode has persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

A leading Unilever executive, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said participating on platforms “without killing the party” was paramount.

“What is the key to genuine brand integration? This remains our core objective as brands, back to when people were hanging out their laundry and discussing household products.

“We are witnessing a departure from a broadcast model, where we would just transmit messages … Now it’s many conversations, many communities. Changes in digital feeds means that these communities feel niche, yet they are vast.

“Ensuring your product is discussed by other people, talked about by other people, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The strategy reflects profound shifts happening in audience habits, with younger consumers devoting greater hours to digital networks than legacy broadcast and print media.

The shift is reflected in drops in traditional media advertising. Within the United Kingdom, advertising income for leading TV channels have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

This further signifies a media convergence as corporations essentially turn into content studios, partnering with numerous influencers to promote their goods.

Leon Harlow said: “Obviously there’s a flow of audiences out of certain traditional media outlets and their time is increasingly on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the individuals they follow over traditional advertisements. That’s a consistent trend.”

He added firms may also cut expenditures by targeting content creators over large-scale legacy ad buys, which also enables easier content adjustment to test effectiveness.

Such methods are increasing. Advertising spending on the creator economy is growing fourfold quicker than total media spending. In the US, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

TV's Lasting Role

Even with this transformation, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”