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First identified over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline may not seem like an obvious target for social media algorithms.

However, its rise as a viral TikTok topic has placed it at the forefront of an marketing transformation, in which large companies are investing heavily in content creators and devoting less capital to advertising goods 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 applying to their skin with a derivative of drilling. Now, a flood of amateur-created clips have chronicled its broad application in “practical tricks”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, as well as a fix for noisy doorways. Its use has even extended to stop the scourge of crisp flavouring sticking to fingers.

Leveraging the Buzz

Noticing its viral resurgence, marketers at Unilever amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the sensation of spicy food on lips were validated. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Suggestions it could brighten smiles or lengthen eyelashes were debunked.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. Yet this viral episode has persuaded leaders to dramatically increase investment in 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 a full fifty percent of its huge ad budget on social media content.

Shifting to Modern Engagement

Selina Sykes, who is heading the digital initiative, said the company was just evolving with contemporary approaches of engaging audiences. She said interacting online “without killing the party” was crucial.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and talking about what they used.

“The trend is shifting from a mass communication approach, where we would just broadcast out … Currently, it's countless discussions, many communities. The shift of the algorithms means that these audiences appear specific, but they’re not.

“Having your brand advocated by users, mentioned by individuals, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The approach indicates profound shifts taking place in media consumption, with the youth demographic allocating more attention to digital networks than traditional TV, print, or radio.

This change is evidenced by declines in broadcast and newspaper ads. Within the United Kingdom, ad revenues for leading TV channels have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

It also reflects a merging of functions as corporations essentially turn into content studios, linking up with a multitude of digital creators to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us people trust recommendations from the creators they engage with compared to commercial messages. That’s a consistent trend.”

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

Such methods are increasing. Promotional expenditure on digital creator partnerships is growing fourfold quicker than the media industry overall. In the US, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Even with this transformation, executives said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to shape the national conversation.

Sykes said: “One of the highest return-on-investment media opportunities is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”