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First identified over 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline may not seem like an natural focus for social media algorithms.

However, its rise as a popular subject on TikTok has thrust it into the lead of an promotional upheaval, where major corporations are investing heavily in content creators and devoting less capital to promoting products in conventional outlets.

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. Currently, a wave of amateur-created clips have documented the product’s widespread use in “practical tricks”.

Hailed as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for creaky hinges. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever amplified the hacks by tasking their in-house experts with verification and providing creators with the outcome data.

Claims that Vaseline reduced the burn from hot food on the lips were given the thumbs up. Similarly supported were ideas it could prolong perfume and rejuvenate purses. Claims that it would brighten smiles or extend lashes were disproven.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. However, this online trend has led decision-makers to turbocharge spending on content creators.

This tracking of digital spaces to inform business strategy has been termed “social listening”. Fernando Fernández, newly named, has indicated the goal is to spend a full fifty percent of its huge ad budget on social media content.

Adapting to New Consumer Habits

A leading Unilever executive, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said interacting online “without killing the party” was crucial.

“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 talking about what they used.

“We are witnessing a departure from a broadcast model, where we would just broadcast out … Today, it's numerous dialogues, many communities. The evolution of platform algorithms means that these communities feel niche, but they’re not.

“Having your brand advocated by consumers, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. We are expanding this endorsement system.”

A Seismic Media Shift

This plan mirrors seismic changes happening in audience habits, with Gen Z and millennial audiences spending more time on digital networks than legacy broadcast and print media.

The transition is visible in falling revenues for broadcast and newspaper ads. Within the United Kingdom, commercial funding for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

The Creator Economy Boom

This further signifies a merging of functions as large companies almost become production houses themselves, collaborating with hundreds of content creators to promote their goods.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels and they’re spending a lot more time on digital video and image apps than they are watching live TV or reading print.

“A lot of brands are telling us consumers have more faith in suggestions from the creators they engage with over traditional advertisements. This is a persistent pattern.”

He noted companies can reduce costs by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

The approach is growing. Promotional expenditure on digital creator partnerships is growing fourfold quicker than the media industry overall. Stateside, it has over doubled since 2021 and is projected to reach 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 drive countrywide discourse.

Sykes said: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”