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First identified more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline may not seem like 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 investing heavily in content creators and devoting less capital to promoting products in traditional media.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers using on their skin with a derivative of drilling. Currently, a wave of user-generated videos have documented the product’s widespread use in “practical tricks”.

It has been touted as a solution for polishing footwear or extending perfume longevity, along with a cure for noisy doorways. Its use has even extended to stop the scourge of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational amplified the hacks by asking their own scientists to test them and sharing the findings with influencers.

Claims that Vaseline reduced the sting of chili on the mouth were given the thumbs up. This was also the case for ideas it could prolong perfume and rejuvenate purses. Proposals that it might bleach teeth or extend lashes were refuted.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have been the cornerstone of its marketing push. Yet this viral episode has persuaded leaders to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is spearheading the social media effort, said the company was merely adjusting to novel methods of connecting with customers. She said interacting online “without spoiling the atmosphere” was paramount.

“How can companies join discussions credibly? This remains our core objective as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a mass communication approach, where we would just transmit messages … Now it’s many conversations, many communities. The shift of the algorithms means that these communities feel niche, yet they are vast.

“Ensuring your product is discussed by consumers, mentioned by individuals, that is how you can build trust and relevance. Influencers are vital for this. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

This plan mirrors dramatic transformations taking place in media consumption, with younger consumers devoting greater hours to digital networks than legacy broadcast and print media.

The transition is visible in drops in TV and print advertising. Within the United Kingdom, ad revenues for primary networks have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Creator Economy Boom

It also reflects a merging of functions as corporations essentially turn into content studios, linking up with hundreds of content creators to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels and they are dedicating far more hours to digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us people trust recommendations from the personalities they subscribe to compared to commercial messages. That’s a consistent trend.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

Such methods are increasing. Marketing investment on influencer marketing is growing fourfold quicker than the broader media sector. Stateside, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Even with this transformation, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

The executive noted: “One of the highest return-on-investment media opportunities is still the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … I think there’s 100% a place for them.”