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Originally found over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline may not seem like an obvious target for digital platform algorithms.

However, its rise as a viral TikTok topic has placed it at the forefront of an advertising revolution, in which large companies are spending big on content creators and putting fewer resources into marketing items in conventional outlets.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a residue from oil extraction. Today, a spree of amateur-created clips have recorded its extensive utilization in “everyday tips”.

Promoted as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for noisy doorways. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever enhanced the tricks by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the burn from hot food on the lips were validated. So too were ideas it could lengthen scent duration and rejuvenate purses. Suggestions it could brighten smiles or make eyelashes longer were debunked.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This monitoring of online platforms to shape commercial tactics has been termed “social listening”. Fernando Fernández, freshly instated, has indicated the goal is to spend a full fifty percent of its huge ad budget on digital creator content.

Shifting to Modern Engagement

The company's social media lead, who is spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said engaging on social media “without dampening the fun” was essential.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and sharing usage tips.

“The trend is shifting from a broadcast model, where we would just broadcast out … Today, it's numerous dialogues, various groups. Changes in digital feeds means that these communities feel niche, however, they are large.

“Ensuring your product is discussed by users, recommended by peers, that fosters reliability and pertinence. Creators are critical to that. 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 devoting greater hours to digital networks than traditional TV, print, or radio.

The transition is visible in falling revenues for traditional media advertising. In the UK, ad revenues for leading TV channels have dropped substantially in actual value since the end of the last decade.

The Rise of the Creator Economy

This further signifies a blurring of media roles as large companies almost become production houses themselves, collaborating with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Naturally, an exodus of attention out of certain traditional media outlets and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us people trust recommendations from the personalities they subscribe to more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over big traditional media campaigns, which also permits simpler message refinement to see what works.

This strategy is expanding. Advertising spending on the creator economy is increasing four times faster than the broader media sector. Stateside, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Even with this transformation, executives said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to shape the national conversation.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”