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First identified over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline might not appear as an obvious target for digital platform algorithms.

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, where major corporations are allocating substantial funds to content creators and putting fewer resources into promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a derivative of drilling. Currently, a wave of amateur-created clips have chronicled its broad application in “life hacks”.

Promoted as a remedy for cleaning shoes or extending perfume longevity, 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

Noticing its viral resurgence, executives at the multinational enhanced the tricks by tasking their in-house experts with verification and providing creators with the outcome data.

Assertions that it diminished the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might bleach teeth or extend lashes were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. Yet this viral episode has helped convince executives to dramatically increase investment in content creators.

This tracking of digital spaces to guide corporate planning has been dubbed “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend half of its colossal advertising budget on social media content.

Adapting to New Consumer Habits

A leading Unilever executive, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said engaging on social media “without killing the party” was paramount.

“How can companies join discussions credibly? This has perpetually been our aim as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just transmit messages … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these communities feel niche, however, they are large.

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

A Seismic Media Shift

This plan mirrors seismic changes occurring in how media is consumed, with Gen Z and millennial audiences spending more time on apps like TikTok and Instagram than legacy broadcast and print media.

The transition is visible in falling revenues for traditional media advertising. In the UK, ad revenues for major broadcasters have declined by over six hundred million pounds 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 hundreds of content creators to enhance their items.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers away from some legacy media and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

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

He said brands could also save money by investing in creators 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 the creator economy is rising at quadruple the rate than the broader media sector. In the US, it has more than doubled since 2021 and is projected to reach substantial figures in 2025.

Traditional Media's Continued Place

Despite the huge changes, 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.

Sykes said: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”