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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an obvious target for social media algorithms.

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an advertising revolution, seeing big businesses allocating substantial funds to content creators and putting fewer resources into promoting products in legacy broadcasters.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers using on their skin with a residue from oil extraction. Now, a flood of content from users have recorded its extensive utilization in “life hacks”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for noisy doorways. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Leveraging the Buzz

Spotting its digital renaissance, marketers at Unilever amplified the hacks by asking their own scientists to test them and letting the content creators in on the results.

Assertions that it diminished the burn from hot food on the lips were confirmed. Similarly supported were ideas it could extend fragrance and restore leather handbags. Claims that it would brighten smiles or extend lashes were disproven.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. However, this online trend has led decision-makers to ramp up funding for content creators.

This monitoring of online platforms to inform business strategy has been labeled “social listening”. The company's chief executive, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

A leading Unilever executive, who is leading the online push, said the company was just evolving with contemporary approaches of engaging audiences. She said interacting online “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and talking about what they used.

“The trend is shifting from a broadcast model, where we would just transmit messages … Now it’s many conversations, many communities. Changes in digital feeds means that these audiences appear specific, but they’re not.

“Having your brand advocated by consumers, mentioned by individuals, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

This plan mirrors profound shifts taking place in media consumption, with younger consumers allocating more attention to digital networks than traditional TV, print, or radio.

The shift is reflected in drops in TV and print advertising. Across Britain, advertising income for primary networks have declined by over six hundred million pounds in actual value since the end of the last decade.

The Creator Economy Boom

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

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they’re spending a lot more time on digital video and image apps than they are watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the creators they engage with over traditional advertisements. This is a persistent pattern.”

He noted companies can reduce costs by investing in creators over big traditional media campaigns, which also permits simpler message refinement to gauge performance.

This strategy is expanding. Marketing investment on digital creator partnerships is growing fourfold quicker than the media industry overall. Stateside, it has over doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, executives said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to drive countrywide discourse.

Sykes said: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It's not a matter of networks declaring: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”