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First identified over 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.

Nonetheless, its ascent as a popular subject on TikTok has placed it at the forefront of an marketing transformation, in which large companies are spending big on content creators and devoting less capital to promoting products in legacy broadcasters.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Today, a spree of user-generated videos have documented the product’s widespread use in “everyday tips”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for noisy doorways. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Assertions that it diminished the sting of chili on the mouth were confirmed. This was also the case for ideas it could prolong perfume and rejuvenate purses. Suggestions it could whiten teeth or make eyelashes longer were refuted.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have been the cornerstone of its marketing push. Yet this viral episode has persuaded leaders to ramp up funding for content creators.

This monitoring of online platforms to guide corporate planning has been labeled “social listening”. Unilever's CEO, newly named, has suggested it is aiming to spend a full fifty percent of its huge ad budget on social media content.

Adapting to New Consumer Habits

The company's social media lead, 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 crucial.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, back to when people were hanging out their laundry and discussing household products.

“We are witnessing a departure from a mass communication approach, where we would just send out ads … Currently, it's countless discussions, many communities. Changes in digital feeds means that these groups seem specialized, yet they are vast.

“If you can make sure your brand is shared by consumers, mentioned by individuals, that fosters reliability and pertinence. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

The strategy reflects profound shifts occurring in how media is consumed, with younger consumers allocating more attention to digital networks than traditional TV, print, or radio.

The shift is reflected in declines in TV and print advertising. Within the United Kingdom, ad revenues for major broadcasters have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a merging of functions as large companies almost become production houses themselves, linking up with a multitude of digital creators to enhance their items.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they are dedicating far more hours to social platforms like 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 over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by investing in creators over big traditional media campaigns, which also enables easier content adjustment to gauge performance.

Such methods are increasing. Advertising spending on the creator economy is increasing four times faster than total media spending. In the US, it has increased by over 100% 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 broadcast ads retained significant importance to play, as TV channels continued to possess the influence to shape the national conversation.

The executive noted: “One of the highest return-on-investment media opportunities is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”