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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an natural focus for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an advertising revolution, where major corporations are allocating substantial funds to content creators and putting fewer resources into advertising goods in traditional media.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Today, a spree of content from users have chronicled its broad application in “practical tricks”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for squeaky doors. It has even been deployed to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, marketers at Unilever enhanced the tricks by asking their own scientists to test them and letting the content creators in on the results.

Suggestions that it lessened the burn from hot food on the lips were validated. This was also the case for ideas it could extend fragrance and revive leather bags. Proposals that it might whiten teeth or extend lashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. However, this online trend has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Fernando Fernández, freshly instated, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

The company's social media lead, who is leading the online push, said the company was merely adjusting to novel methods of engaging audiences. She said participating on platforms “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a mass communication approach, where we would just broadcast out … Today, it's numerous dialogues, many communities. The evolution of platform algorithms means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by consumers, recommended by peers, that fosters reliability and pertinence. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The strategy reflects seismic changes occurring in how media is consumed, with Gen Z and millennial audiences spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

The transition is visible in declines in traditional media advertising. In the UK, advertising income for major broadcasters have declined by over six hundred million pounds in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a blurring of media roles as brands effectively act as media producers, collaborating with hundreds of content creators to enhance their items.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets 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 audiences believe endorsements from the personalities they subscribe to more than they trust ads. It's an ongoing shift.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

The approach is growing. Advertising spending on influencer marketing is growing fourfold quicker than total media spending. Stateside, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

TV's Lasting Role

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 drive countrywide discourse.

The executive noted: “A top-tier ROI marketing event is still the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”