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First identified more than 150 years ago in the oil fields of Pennsylvania, 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 positioned it at the vanguard of an advertising revolution, in which large companies are allocating substantial funds to content creators and putting fewer resources into promoting products in legacy broadcasters.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Now, a flood of amateur-created clips have documented the product’s widespread use in “life hacks”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, as well as a fix for squeaky doors. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Harnessing the Hype

Detecting the product’s new life online, marketers at Unilever enhanced the tricks by tasking their in-house experts with verification and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were validated. This was also the case for ideas it could extend fragrance and revive leather bags. Suggestions it could whiten teeth or extend lashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This monitoring of online platforms to shape commercial tactics has been dubbed “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend half of its colossal advertising budget on social media content.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was just evolving with contemporary approaches of reaching consumers. She said participating on platforms “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and talking about what they used.

“The trend is shifting from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, diverse communities. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“Ensuring your product is discussed by users, mentioned by individuals, that is how you can build trust and relevance. Creators are critical to that. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors seismic changes taking place in media consumption, with younger consumers devoting greater hours to social media platforms than traditional TV, print, or radio.

The shift is reflected in falling revenues for broadcast and newspaper ads. Across Britain, commercial funding for leading TV channels have dropped substantially in actual value since the end of the last decade.

Influencer Marketing Expansion

Additionally, it points to a merging of functions as brands effectively act as media producers, collaborating with hundreds of content creators to boost their products.

Leon Harlow said: “Obviously there’s a flow of audiences out of certain traditional media outlets and their time is increasingly on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us audiences believe endorsements from the personalities they subscribe to compared to commercial messages. It's an ongoing shift.”

He added firms may also cut expenditures by focusing on influencers over large-scale legacy ad buys, which also enables easier content adjustment to see what works.

Such methods are increasing. Promotional expenditure 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 forecast to attain 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 broadcasters retained the power to drive countrywide discourse.

Sykes said: “A top-tier ROI marketing event 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 … There is undoubtedly a future for traditional media.”