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Originally found more than 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline may not seem like an obvious target for social media algorithms.

However, its rise as a popular subject on TikTok has placed it at the forefront of an marketing transformation, seeing big businesses allocating substantial funds to content creators and devoting less capital to promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who saw laborers rubbing their skin with a byproduct of the drilling process. Now, a flood of content from users have chronicled its broad application in “life hacks”.

It has been touted as a fix for dirty sneakers or making fragrance last longer, along with a cure for squeaky doors. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational boosted the tips by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the sensation of spicy food on lips were given the thumbs up. This was also the case for ideas it could lengthen scent duration and revive leather bags. Claims that it would bleach teeth or extend lashes were disproven.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. However, this online trend 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, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was just evolving with contemporary approaches of reaching consumers. She said engaging on social media “without killing the party” was crucial.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and talking about what they used.

“The trend is shifting from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, diverse communities. The shift of the algorithms means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by consumers, talked about by other people, that is how you can build trust and relevance. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

This plan mirrors profound shifts occurring in how media is consumed, with the youth demographic devoting greater hours to social media platforms than television, magazines or radio.

The transition is visible in falling revenues for TV and print advertising. Within the United Kingdom, advertising income for primary networks have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a blurring of media roles as large companies almost become production houses themselves, linking up with numerous influencers to boost their products.

Leon Harlow said: “Obviously there’s a flow of audiences 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 watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the creators they engage with more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

This strategy is expanding. Advertising spending on digital creator partnerships is rising at quadruple the rate than the media industry overall. Stateside, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Despite the huge changes, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to drive countrywide discourse.

Sykes said: “One of the highest return-on-investment media opportunities is still the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”