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As a product discovered over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an clear candidate for digital platform algorithms.

However, its rise as a popular subject on TikTok has thrust it into the lead of an advertising revolution, in which large companies are allocating substantial funds to content creators and putting fewer resources into promoting products 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 using on their skin with a residue from oil extraction. Currently, a wave of amateur-created clips have recorded its extensive utilization in “life hacks”.

Promoted as a fix for dirty sneakers or making fragrance last longer, along with a cure for noisy doorways. Its use has even extended to stop the scourge of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation boosted the tips by asking their own scientists to test them and sharing the findings with influencers.

Claims that Vaseline reduced the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Suggestions it could brighten smiles or lengthen eyelashes were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to ramp up funding for content creators.

This monitoring of online platforms to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, freshly instated, has stated the intention is to spend a full fifty percent of its huge ad budget on digital creator content.

Adapting to New Consumer Habits

A leading Unilever executive, who is leading the online push, said the company was simply adapting to new ways of engaging audiences. She said engaging on social media “without killing the party” was paramount.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, since the era of community gossip and talking about what they used.

“The trend is shifting from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, diverse communities. Changes in digital feeds means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by other people, mentioned by individuals, that fosters reliability and pertinence. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The approach indicates seismic changes taking place in media consumption, with younger consumers allocating more attention to digital networks than traditional TV, print, or radio.

This change is evidenced by declines in TV and print advertising. Within the United Kingdom, commercial funding for leading TV channels have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

This further signifies a blurring of media roles as brands effectively act as media producers, partnering with numerous influencers to boost their products.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they’re spending a lot more time on digital video and image apps than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us audiences believe endorsements from the individuals they follow more than they trust ads. It's an ongoing shift.”

He added firms may also cut expenditures by targeting content 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 the creator economy is growing fourfold quicker than the media industry overall. Stateside, it has over doubled since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to drive countrywide discourse.

She added: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”