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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 clear candidate for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has thrust it into the lead of an advertising revolution, in which large companies are allocating substantial funds to content creators and reducing expenditure on advertising goods in legacy broadcasters.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Currently, a wave of content from users have chronicled its broad application in “life hacks”.

Promoted as a fix for dirty sneakers or making fragrance last longer, as well as a fix for creaky hinges. Users have even applied it to combat the nuisance of crisp flavouring sticking to fingers.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever enhanced the tricks by asking their own scientists to test them and sharing the findings with influencers.

Claims that Vaseline reduced the burn from hot food on the lips were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and restore leather handbags. Claims that it would brighten smiles or make eyelashes longer were disproven.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has persuaded leaders to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. Fernando Fernández, freshly instated, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Evolving With Audience Behavior

A leading Unilever executive, who is heading the digital initiative, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without killing the party” was essential.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and sharing usage tips.

“The trend is shifting from a broadcast model, where we would just send out ads … Now it’s many conversations, various groups. The shift of the algorithms means that these groups seem specialized, yet they are vast.

“Having your brand advocated by users, 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

This plan mirrors profound shifts occurring in how media is consumed, with the youth demographic spending more time on social media platforms than traditional TV, print, or radio.

The shift is reflected in declines in traditional media advertising. Within the United Kingdom, ad revenues for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

This further signifies a blurring of media roles as corporations essentially turn into content studios, linking up with a multitude of digital creators to boost their products.

An industry expert from a leading agency said: “Naturally, an exodus of attention 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.

“A lot of brands are telling us audiences believe endorsements from the personalities they subscribe to 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 allows them to tweak their content more easily to gauge performance.

The approach is growing. Marketing investment on influencer marketing is rising at quadruple the rate than the media industry overall. In the US, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

The executive noted: “A top-tier ROI marketing event is still major broadcast spectacles. 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.”