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Originally found more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline may not seem like an natural focus for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has positioned it at the vanguard of an marketing transformation, where major corporations are spending big on content creators and devoting less capital to promoting products in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who saw laborers applying to their skin with a byproduct of the drilling process. Today, a spree of amateur-created clips have documented the product’s widespread use in “practical tricks”.

Hailed as a solution for polishing footwear or making fragrance last longer, and also a remedy for creaky hinges. Users have even applied it to combat the nuisance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, marketers at Unilever boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could prolong perfume and restore leather handbags. Proposals that it might bleach teeth or make eyelashes longer were disproven.

The ‘Digital Ear’ Approach

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

This monitoring of online platforms to guide corporate planning has been dubbed “social listening”. Fernando Fernández, freshly instated, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said interacting online “without spoiling the atmosphere” was essential.

“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 sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, diverse communities. Changes in digital feeds means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by consumers, talked about by other people, that is how you can build trust and relevance. Creators are critical to that. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors dramatic transformations taking place in media consumption, with younger consumers spending more time on social media platforms than legacy broadcast and print media.

The shift is reflected in declines in TV and print advertising. Within the United Kingdom, commercial funding for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

The Rise of the Creator Economy

This further signifies a media convergence as large companies almost become production houses themselves, collaborating with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to digital video and image apps than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us people trust recommendations from the personalities they subscribe to compared to commercial messages. It's an ongoing shift.”

He added firms may also cut expenditures by focusing on influencers over big traditional media campaigns, which also allows them to tweak their content more easily to gauge performance.

Such methods are increasing. Advertising spending on digital creator partnerships is rising at quadruple the rate than the broader media sector. Stateside, it has over doubled since 2021 and is forecast to attain tens of billions in 2025.

The Enduring Power of Broadcast

Even with this transformation, experts said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to frame public debate.

Sykes said: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”