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Originally found over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an obvious target for online content feeds.

Nonetheless, its ascent as a TikTok talking point has positioned it at the vanguard of an promotional upheaval, where major corporations are allocating substantial funds to content creators and putting fewer resources into marketing items in legacy broadcasters.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Now, a flood of amateur-created clips have chronicled its broad application in “everyday tips”.

Promoted as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for squeaky doors. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, marketers at Unilever amplified the hacks by asking their own scientists to test them and providing creators with the outcome data.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. Similarly supported were ideas it could prolong perfume and revive leather bags. Suggestions it could brighten smiles or lengthen eyelashes were disproven.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This monitoring of online platforms to inform business strategy has been labeled “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

The company's social media lead, who is heading the digital initiative, said the company was simply adapting to new ways of engaging audiences. She said participating on platforms “without spoiling the atmosphere” was essential.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, back to when people were hanging out their laundry and talking about what they used.

“The trend is shifting from a mass communication approach, where we would just send out ads … Today, it's numerous dialogues, many communities. 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, that is how you can build trust and relevance. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The approach indicates profound shifts taking place in media consumption, with Gen Z and millennial audiences allocating more attention to apps like TikTok and Instagram than legacy broadcast and print media.

This change is evidenced by falling revenues for TV and print advertising. In the UK, ad revenues for primary networks have fallen by more than £600m in actual value since the end of the last decade.

Influencer Marketing Expansion

Additionally, it points to a merging of functions as large companies almost become production houses themselves, partnering with hundreds of content creators to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He added firms may also cut expenditures by focusing on influencers over large-scale legacy ad buys, which also allows them to tweak their content more easily to gauge performance.

This strategy is expanding. Marketing investment on the creator economy is rising at quadruple the rate than total media spending. In the US, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

TV's Lasting Role

Despite the huge changes, executives said they believed broadcast ads retained significant importance to play, as networks still held the capability to shape the national conversation.

The executive noted: “One of the highest return-on-investment media opportunities is still the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I think there’s 100% a place for them.”