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Originally found over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline may not seem like an obvious target for social media algorithms.

However, its rise as a viral TikTok topic has positioned it at the vanguard of an promotional upheaval, in which large companies are investing heavily in content creators and reducing expenditure on advertising goods in traditional media.

From Oil Rigs to Online Hacks

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. Today, a spree of content from users have documented the product’s widespread use in “life hacks”.

Promoted as a solution for polishing footwear or extending perfume longevity, as well as a fix for noisy doorways. It has even been deployed to stop the scourge of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and letting the content creators in on the results.

Suggestions that it lessened the burn from hot food on the lips were confirmed. Similarly supported 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

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. However, this online trend has led decision-makers to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been dubbed “social listening”. The company's chief executive, freshly instated, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was crucial.

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and discussing household products.

“We are witnessing a departure from a one-to-many model, where we would just send out ads … Currently, it's countless discussions, various groups. Changes in digital feeds means that these communities feel niche, yet they are vast.

“If you can make sure your brand is shared by users, recommended by peers, that fosters reliability and pertinence. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

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

The shift is reflected in falling revenues for broadcast and newspaper ads. Across Britain, commercial funding for major broadcasters have fallen by more than £600m in real terms since 2019.

The Rise of the Creator Economy

It also reflects a media convergence as corporations essentially turn into content studios, linking up with numerous influencers to promote their goods.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us audiences believe endorsements from the personalities they subscribe to more than they trust ads. This is a persistent pattern.”

He noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

This strategy is expanding. Promotional expenditure on influencer marketing is rising at quadruple the rate than total media spending. In the US, it has more than doubled since 2021 and is projected to reach substantial figures in 2025.

TV's Lasting Role

Even with this transformation, industry figures said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

Sykes said: “One of the highest return-on-investment media opportunities is still the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”