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Originally found more than 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline could hardly be considered an obvious target for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an marketing transformation, where major corporations are investing heavily in 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 a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a byproduct of the drilling process. Currently, a wave of content from users have recorded its extensive utilization in “practical tricks”.

It has been touted as a fix for dirty sneakers or extending perfume longevity, as well as a fix for creaky hinges. Users have even applied it to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever amplified the hacks by asking their own scientists to test them and letting the content creators in on the results.

Assertions that it diminished the sting of chili on the mouth were confirmed. So too were ideas it could lengthen scent duration and rejuvenate purses. Claims that it would bleach teeth or make eyelashes longer were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This tracking of digital spaces to inform business strategy has been dubbed “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Shifting to Modern Engagement

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

“What is the key to genuine brand integration? This remains our core objective as brands, dating to when neighbors chatted over fences and talking about what they used.

“There’s this moving away from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, various groups. Changes in digital feeds means that these communities feel niche, however, they are large.

“If you can make sure your brand is shared by other people, mentioned by individuals, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Seismic Media Shift

This plan mirrors seismic changes 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 TV and print advertising. Within the United Kingdom, advertising income for leading TV channels have dropped substantially in real terms since 2019.

The Creator Economy Boom

It also reflects a media convergence as brands effectively act as media producers, linking up with hundreds of content creators to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences away from some legacy media and they are dedicating far more hours to digital video and image apps than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us people trust recommendations from the personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to gauge performance.

The approach is growing. Promotional expenditure on digital creator partnerships is increasing four times faster than total media spending. In the US, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to drive countrywide discourse.

She added: “Among the most effective advertising investments is still the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”