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First identified over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline may not seem like an clear candidate for social media algorithms.

However, its rise as a viral TikTok topic has thrust it into the lead of an promotional upheaval, in which large companies are allocating substantial funds to content creators and reducing expenditure on advertising goods in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who saw laborers applying to their skin with a byproduct of the drilling process. Today, a spree of content from users have recorded its extensive utilization in “everyday tips”.

Hailed as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for creaky hinges. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational 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 validated. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Proposals that it might whiten teeth or lengthen eyelashes were debunked.

A Plan Built on ‘Social Listening’

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

This tracking of digital spaces to inform business strategy has been termed “social listening”. Fernando Fernández, newly named, has indicated the goal is to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was just evolving with contemporary approaches of reaching consumers. She said engaging on social media “without dampening the fun” was paramount.

“What is the key to genuine brand integration? 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.

“We are witnessing a departure from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, various groups. Changes in digital feeds means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by users, mentioned by individuals, that fosters reliability and pertinence. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations happening in audience habits, with Gen Z and millennial audiences devoting greater hours to digital networks than television, magazines or radio.

This change is evidenced by falling revenues for broadcast and newspaper ads. Across Britain, advertising income for major broadcasters have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

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

A commercial director at a major talent agency said: “Naturally, an exodus of attention away from some legacy media and they’re spending a lot more time on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the personalities they subscribe to compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to test effectiveness.

The approach is growing. Advertising spending on influencer marketing is rising at quadruple the rate than the broader media sector. In the US, it has over doubled since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, industry figures said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to frame public debate.

She added: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”