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Originally found more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an obvious target for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has thrust it into the lead of an promotional upheaval, where major corporations are spending big on content creators and devoting less capital to advertising goods in traditional media.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who saw laborers rubbing their skin with a byproduct of the drilling process. Currently, a wave of user-generated videos have recorded its extensive utilization in “practical tricks”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for noisy doorways. It has even been deployed to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever amplified the hacks by tasking their in-house experts with verification and letting the content creators in on the results.

Assertions that it diminished the burn from hot food on the lips were validated. Similarly supported were ideas it could lengthen scent duration and restore leather handbags. Suggestions it could bleach teeth or make eyelashes longer were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. The company's chief executive, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Evolving With Audience Behavior

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without killing the party” was crucial.

“What is the key to genuine brand integration? This remains our core objective 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, many communities. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“Ensuring your product is discussed by other people, recommended by peers, that is how you can build trust and relevance. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors seismic changes happening in audience habits, with the youth demographic spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in drops in traditional media advertising. In the UK, ad revenues for primary networks have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

It also reflects a blurring of media roles as large companies almost become production houses themselves, linking up with a multitude of digital creators to promote their goods.

Leon Harlow said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they’re spending a lot more time on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He added firms may also cut expenditures by targeting content creators over expensive broadcast 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 rising at quadruple the rate than the media industry overall. Across the United States, it has over doubled since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Even with this transformation, executives said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to drive countrywide discourse.

The executive noted: “Among the most effective advertising investments is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”