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First identified more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an natural focus for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has positioned it at the vanguard of an marketing transformation, in which large companies are spending big on content creators and devoting less capital to advertising goods in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who saw laborers using on their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have documented the product’s widespread use in “everyday tips”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for squeaky doors. Its use has even extended to stop the scourge of chip seasoning clinging to fingers.

Harnessing the Hype

Detecting the product’s new life online, marketers at Unilever amplified the hacks by asking their own scientists to test them and providing creators with the outcome data.

Assertions that it diminished the burn from hot food on the lips were given the thumbs up. So too were ideas it could prolong perfume and revive leather bags. Suggestions it could brighten smiles or extend lashes were disproven.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. Unilever's CEO, recently appointed, has stated the intention is to spend a full fifty percent of its huge ad budget on platform-based material.

Shifting to Modern Engagement

Selina Sykes, who is heading the digital initiative, said the company was merely adjusting to novel methods of engaging audiences. She said participating on platforms “without killing the party” was crucial.

“How can companies join discussions credibly? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and talking about what they used.

“There’s this moving away from a mass communication approach, where we would just broadcast out … Now it’s many conversations, diverse communities. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“Having your brand advocated by consumers, mentioned by individuals, that is how you can build trust and relevance. Creators are critical to that. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations occurring in how media is consumed, with younger consumers spending more time on apps like TikTok and Instagram than television, magazines or radio.

This change is evidenced by declines in traditional media advertising. Across Britain, advertising income for leading TV channels have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

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.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over big traditional media campaigns, which also enables easier content adjustment to see what works.

Such methods are increasing. Promotional expenditure on the creator economy is increasing four times faster than the broader media sector. Stateside, it has more than doubled since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to frame public debate.

She added: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”