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Originally found over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline might not appear as an obvious target for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an marketing transformation, seeing big businesses spending big on content creators and putting fewer resources into advertising goods 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. Now, a flood of user-generated videos have chronicled its broad application in “practical tricks”.

Promoted as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for creaky hinges. Users have even applied it to prevent the annoyance of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the burn from hot food on the lips were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and restore leather handbags. Proposals that it might brighten smiles or make eyelashes longer were debunked.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has helped convince executives to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. The company's chief executive, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Evolving With Audience Behavior

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 engaging on social media “without killing the party” was crucial.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and talking about what they used.

“There’s this moving away from a broadcast model, where we would just transmit messages … Currently, it's countless discussions, many communities. Changes in digital feeds means that these communities feel niche, however, they are large.

“Ensuring your product is discussed by other people, recommended by peers, 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 seismic changes taking place in media consumption, with Gen Z and millennial audiences spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by falling revenues for broadcast and newspaper ads. In the UK, commercial funding for primary networks have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

It also reflects a merging of functions as corporations essentially turn into content studios, collaborating with a multitude of digital creators to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us people trust recommendations from the creators they engage with over traditional advertisements. This is a persistent pattern.”

He said brands could also save money 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. Promotional expenditure on digital creator partnerships is growing fourfold quicker than total media spending. Stateside, it has increased by over 100% since 2021 and is forecast to attain substantial figures in 2025.

Traditional Media's Continued Place

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to drive countrywide discourse.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”