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First identified more than 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline may not seem like an clear candidate for digital platform algorithms.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an promotional upheaval, seeing big businesses spending big on content creators and reducing expenditure on advertising goods in legacy broadcasters.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Currently, a wave of content from users have chronicled its broad application in “everyday tips”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, as well as a fix for creaky hinges. It has even been deployed to stop the scourge of crisp flavouring sticking to fingers.

Harnessing the Hype

Spotting its digital renaissance, strategists within the corporation enhanced the tricks by asking their own scientists to test them and providing creators with the outcome data.

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 restore leather handbags. Claims that it would bleach teeth or lengthen eyelashes were refuted.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has helped convince executives to turbocharge spending on content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. The company's chief executive, freshly instated, has stated the intention is to spend a full fifty percent of its huge ad budget on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of reaching consumers. She said engaging on social media “without killing the party” was essential.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just transmit messages … Today, it's numerous dialogues, various groups. The shift of the algorithms means that these groups seem specialized, yet they are vast.

“Having your brand advocated by consumers, mentioned by individuals, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates profound shifts occurring in how media is consumed, with the youth demographic allocating more attention to digital networks than television, magazines or radio.

The shift is reflected in drops in broadcast and newspaper ads. In the UK, ad revenues for leading TV channels have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Creator Economy Boom

It also reflects a blurring of media roles 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: “Naturally, an exodus of attention away from some legacy media and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us audiences believe endorsements from the individuals they follow over traditional advertisements. This is a persistent pattern.”

He noted companies can reduce costs by investing in creators over large-scale legacy ad buys, 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 rising at quadruple the rate than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is forecast to attain multi-billion dollar sums in 2025.

TV's Lasting Role

Even with this transformation, industry figures said they believed broadcast ads retained significant importance to play, as networks still held the capability to frame public debate.

The executive noted: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I think there’s 100% a place for them.”