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As a product discovered over 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.

Yet the brand’s emergence as a viral TikTok topic has thrust it into the lead of an advertising revolution, in which large companies are allocating substantial funds to content creators and putting fewer resources into promoting products in traditional media.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers using on their skin with a derivative of drilling. Currently, a wave of content from users have documented the product’s widespread use in “practical tricks”.

Promoted as a solution for polishing footwear or making fragrance last longer, and also a remedy for squeaky doors. It has even been deployed to stop the scourge of chip seasoning clinging to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. So too were ideas it could lengthen scent duration and restore leather handbags. Suggestions it could brighten smiles or make eyelashes longer were refuted.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have dominated Unilever’s advertising drive. Yet this viral episode has persuaded leaders to ramp up funding for content creators.

This tracking of digital spaces to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Evolving With Audience Behavior

Selina Sykes, who is leading the online push, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without killing the party” was crucial.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, since the era of community gossip and discussing household products.

“There’s this moving away from a broadcast model, where we would just broadcast out … Now it’s many conversations, various groups. The evolution of platform algorithms means that these audiences appear specific, however, they are large.

“If you can make sure your brand is shared by consumers, mentioned by individuals, 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

The approach indicates profound shifts occurring in how media is consumed, with the youth demographic devoting greater hours to social media platforms than television, magazines or radio.

The shift is reflected in falling revenues for TV and print advertising. Within the United Kingdom, commercial funding for major broadcasters have dropped substantially in actual value since the end of the last decade.

The Rise of the Creator Economy

It also reflects a merging of functions as large companies almost become production houses themselves, collaborating with hundreds of content creators to boost their products.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences from conventional channels and they’re spending a lot more time on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the personalities they subscribe to more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by targeting content creators over large-scale legacy ad buys, which also permits simpler message refinement to see what works.

Such methods are increasing. Promotional expenditure on influencer marketing is increasing four times faster than the broader media sector. In the US, it has more than doubled since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, industry figures said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to shape the national conversation.

She added: “Among the most effective advertising investments is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”