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First identified more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an natural focus for social media algorithms.

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an advertising revolution, in which large companies are investing heavily in content creators and devoting less capital to advertising goods in conventional outlets.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who saw laborers using on their skin with a derivative of drilling. Currently, a wave of user-generated videos have chronicled its broad application in “everyday tips”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for squeaky doors. It has even been deployed to combat the nuisance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were confirmed. This was also the case for ideas it could extend fragrance and restore leather handbags. Suggestions it could whiten teeth or make eyelashes longer were debunked.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. However, this online trend has led decision-makers to dramatically increase investment in content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Evolving With Audience Behavior

A leading Unilever executive, 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 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.

“There’s this moving away from a one-to-many model, where we would just send out ads … Now it’s many conversations, diverse communities. The evolution of platform algorithms means that these groups seem specialized, yet they are vast.

“If you can make sure your brand is shared by users, talked about by other people, that is how you can build trust and relevance. Creators are critical to that. We’re really scaling this advocacy model.”

A Seismic Media Shift

The strategy reflects dramatic transformations taking place in media consumption, with younger consumers spending more time on apps like TikTok and Instagram than legacy broadcast and print media.

The transition is visible in drops in broadcast and newspaper ads. In the UK, ad revenues for leading TV channels have dropped substantially in actual value since the end of the last decade.

Influencer Marketing Expansion

This further signifies a blurring of media roles as corporations essentially turn into content studios, collaborating with hundreds of content creators to enhance their items.

An industry expert from a leading agency said: “Naturally, an exodus of attention away from some legacy media and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us consumers have more faith in suggestions from the creators they engage with compared to commercial messages. It's an ongoing shift.”

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

The approach is growing. Advertising spending on the creator economy is increasing four times faster than total media spending. Stateside, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, executives said they believed television commercials still played a key part to play, as networks still held the capability to shape the national conversation.

She added: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”