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Originally found over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an obvious target for social media algorithms.

Nonetheless, its ascent as a popular subject on TikTok has placed it at the forefront of an marketing transformation, seeing big businesses investing heavily in content creators and reducing expenditure on advertising goods in legacy broadcasters.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers using on their skin with a residue from oil extraction. Now, a flood of amateur-created clips 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 stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, executives at the multinational boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Claims that Vaseline reduced the burn from hot food on the lips were confirmed. This was also the case for ideas it could prolong perfume and revive leather bags. Claims that it would whiten teeth or extend lashes were disproven.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to ramp up funding for content creators.

This observation of social channels to inform business strategy has been labeled “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

A leading Unilever executive, who is spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said interacting online “without killing the party” was paramount.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, since the era of community gossip and discussing household products.

“There’s this moving away from a mass communication approach, where we would just transmit messages … Currently, it's countless discussions, various groups. The shift of the algorithms means that these audiences appear specific, however, they are large.

“Having your brand advocated by users, mentioned by individuals, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Seismic Media Shift

This plan mirrors seismic changes happening in audience habits, with younger consumers spending more time on digital networks than traditional TV, print, or radio.

This change is evidenced by drops in broadcast and newspaper ads. Across Britain, ad revenues 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 media convergence as corporations essentially turn into content studios, linking up with numerous influencers to promote their goods.

Leon Harlow said: “Obviously there’s a flow of audiences from conventional channels and their time is increasingly on digital video and image apps than they are watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the creators they engage with over traditional advertisements. This is a persistent pattern.”

He added firms may also cut expenditures by focusing on influencers over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

The approach is growing. Advertising spending on digital creator partnerships is increasing four times faster than total media spending. In the US, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to shape the national conversation.

Sykes said: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”