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First identified more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline could hardly be considered an obvious target for social media algorithms.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an advertising revolution, in which large companies are spending big on content creators and reducing expenditure on advertising goods in traditional media.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers 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 “everyday tips”.

Promoted as a remedy for cleaning shoes 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.

Harnessing the Hype

Detecting the product’s new life online, strategists within the corporation enhanced the tricks by asking their own scientists to test them and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might brighten smiles or lengthen eyelashes were disproven.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This monitoring of online platforms to guide corporate planning has been dubbed “social listening”. Unilever's CEO, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of reaching consumers. She said participating on platforms “without spoiling the atmosphere” was paramount.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and discussing household products.

“There’s this moving away 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.

“Having your brand advocated by consumers, mentioned by individuals, that fosters reliability and pertinence. Content makers are key. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations taking place in media consumption, with Gen Z and millennial audiences allocating more attention to apps like TikTok and Instagram than television, magazines or radio.

The transition is visible in drops in broadcast and newspaper ads. Within the United Kingdom, advertising income for primary networks have dropped substantially in actual value since the end of the last decade.

The Rise of the Creator Economy

This further signifies a blurring of media roles as corporations essentially turn into content studios, collaborating with numerous influencers to enhance their items.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels and they are dedicating far more hours to digital video and image apps than they are watching live TV or reading print.

“Many companies report to us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He said brands could also save money by targeting content creators over large-scale legacy ad buys, which also enables easier content adjustment to test effectiveness.

Such methods are increasing. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than the broader media sector. Across the United States, it has over doubled since 2021 and is expected to hit tens of billions in 2025.

TV's Lasting Role

Regardless of the massive shift, industry figures said they believed TV advertising still had a prominent role to play, as networks still held the capability to shape the national conversation.

She added: “A top-tier ROI marketing event is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”