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Originally found over 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline could hardly be considered an clear candidate for digital platform algorithms.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an advertising revolution, seeing big businesses investing heavily in content creators and reducing expenditure on advertising goods in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who saw laborers applying to their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have chronicled its broad application in “practical tricks”.

It has been touted as a remedy for cleaning shoes or extending perfume longevity, as well as a fix for creaky hinges. Its use has even extended to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Detecting the product’s new life online, marketers at Unilever amplified the hacks by tasking their in-house experts with verification and sharing the findings with influencers.

Suggestions that it lessened the burn from hot food on the lips were given the thumbs up. This was also the case for ideas it could extend fragrance and rejuvenate purses. Suggestions it could bleach teeth or extend lashes were refuted.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was merely adjusting to novel methods of connecting with customers. She said engaging on social media “without spoiling the atmosphere” was crucial.

“How do brands authentically become part of the conversation? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a mass communication approach, where we would just transmit messages … Now it’s many conversations, many communities. Changes in digital feeds means that these audiences appear specific, yet they are vast.

“If you can make sure your brand is shared by users, talked about by other people, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

The approach indicates profound shifts happening in audience habits, with Gen Z and millennial audiences allocating more attention to digital networks than traditional TV, print, or radio.

This change is evidenced by declines in traditional media advertising. Across Britain, advertising income for leading TV channels have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

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

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us audiences believe endorsements from the individuals they follow compared to commercial messages. It's an ongoing shift.”

He said brands could also save money by targeting content creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to test effectiveness.

This strategy is expanding. Marketing investment on influencer marketing is growing fourfold quicker than the broader media sector. Stateside, it has increased by over 100% since 2021 and is projected to reach 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 TV channels continued to possess the influence to shape the national conversation.

Sykes said: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”