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First identified over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline might not appear as an clear candidate for social media algorithms.

Nonetheless, its ascent as a popular subject on TikTok has placed it at the forefront of an marketing transformation, where major corporations are investing heavily in content creators and putting fewer resources into marketing items in conventional outlets.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a byproduct of the drilling process. Currently, a wave of content from users have documented the product’s widespread use in “practical tricks”.

It has been touted as a remedy for cleaning shoes or prolonging the scent of perfume, and also a remedy for creaky hinges. It has even been deployed to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

Detecting the product’s new life online, executives at the multinational boosted the tips 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 revive leather bags. Proposals that it might whiten teeth or lengthen eyelashes were debunked.

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 shape commercial tactics has been termed “social listening”. The company's chief executive, freshly instated, has suggested it is aiming to spend half of its colossal advertising budget on digital creator content.

Evolving With Audience Behavior

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of connecting with customers. She said engaging on social media “without killing the party” was paramount.

“How can companies join discussions credibly? This remains our core objective as brands, dating to when neighbors chatted over fences and sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just send out ads … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by consumers, recommended by peers, that fosters reliability and pertinence. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

The strategy reflects profound shifts taking place in media consumption, with younger consumers allocating more attention to social media platforms than television, magazines or radio.

The transition is visible in drops in traditional media advertising. Within the United Kingdom, ad revenues for major broadcasters have declined by over six hundred million pounds in actual value since the end of the last decade.

The Creator Economy Boom

It also reflects a blurring of media roles as brands effectively act as media producers, partnering with a multitude of digital creators to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels and they’re spending a lot more time on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us audiences believe endorsements from the creators they engage with more than they trust ads. That’s a consistent trend.”

He said brands could also save money by focusing on influencers over large-scale legacy ad buys, which also enables easier content adjustment to see what works.

The approach is growing. Advertising spending 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 multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Despite the huge changes, 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.

Sykes said: “One of the highest return-on-investment media opportunities is still the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”