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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 clear candidate for digital platform algorithms.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an marketing transformation, seeing big businesses investing heavily in content creators and putting fewer resources into advertising goods in legacy broadcasters.

The Path from Petroleum to Platforms

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. Today, a spree of content from users have recorded its extensive utilization in “life hacks”.

Promoted as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for squeaky doors. Its use has even extended to combat the nuisance of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, strategists within the corporation enhanced the tricks by tasking their in-house experts with verification and letting the content creators in on the results.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. So too were ideas it could extend fragrance and rejuvenate purses. Suggestions it could brighten smiles or make eyelashes longer were debunked.

The ‘Digital Ear’ Approach

Billboards and TV ads 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, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without killing the party” was paramount.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a mass communication approach, where we would just transmit messages … Today, it's numerous dialogues, many communities. The evolution of platform algorithms means that these audiences appear specific, however, they are large.

“Having your brand advocated by users, talked about by other people, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

The strategy reflects seismic changes happening in audience habits, with younger consumers devoting greater hours to social media platforms than television, magazines or radio.

This change is evidenced by drops in TV and print advertising. In the UK, advertising income for primary networks have fallen by more than £600m in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a media convergence as large companies almost become production houses themselves, partnering with numerous influencers to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels and they’re spending a lot more time on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us consumers have more faith in suggestions from the creators they engage with over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by focusing on influencers over large-scale legacy ad buys, which also allows them to tweak their content more easily to gauge performance.

The approach is growing. Advertising spending on influencer marketing is rising at quadruple the rate than total media spending. Across the United States, it has more than doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

TV's Lasting Role

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to shape the national conversation.

Sykes said: “One of the highest return-on-investment media opportunities is still the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”