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As a product discovered over 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline could hardly be considered an natural focus for social media algorithms.

However, its rise as a TikTok talking point has placed it at the forefront of an advertising revolution, where major corporations are allocating substantial funds to content creators and devoting less capital to promoting products in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Currently, a wave of user-generated videos have chronicled its broad application in “practical tricks”.

It has been touted as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for squeaky doors. It has even been deployed to stop the scourge of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational amplified the hacks by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. So too were ideas it could prolong perfume and revive leather bags. Proposals that it might brighten smiles or extend lashes were refuted.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. However, this online trend has led decision-makers to ramp up funding for content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. Unilever's CEO, freshly instated, has stated the intention is to spend a full fifty percent of its huge ad budget on platform-based material.

Evolving With Audience Behavior

The company's social media lead, who is heading the digital initiative, said the company was just evolving with contemporary approaches of engaging audiences. She said interacting online “without spoiling the atmosphere” was paramount.

“How can companies join discussions credibly? That’s always what we’ve been trying to do 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 send out ads … Now it’s many conversations, diverse communities. The evolution of platform algorithms means that these communities feel niche, 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 are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects seismic changes taking place in media consumption, with Gen Z and millennial audiences devoting greater hours to social media platforms than legacy broadcast and print media.

The shift is reflected in declines in broadcast and newspaper ads. Across Britain, ad revenues for major broadcasters have dropped substantially in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a merging of functions as large companies almost become production houses themselves, collaborating with numerous influencers to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels and they’re spending a lot more time on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us audiences believe endorsements from the creators they engage with over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over big traditional media campaigns, which also allows them to tweak their content more easily to see what works.

This strategy is expanding. Advertising spending on digital creator partnerships is increasing four times faster than the media industry overall. Across the United States, it has over doubled since 2021 and is projected to reach substantial figures in 2025.

TV's Lasting Role

Regardless of the massive shift, industry figures said they believed broadcast ads retained significant importance to play, as networks still held the capability to frame public debate.

She added: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I think there’s 100% a place for them.”