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As a product discovered more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline might not appear as an obvious target for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an advertising revolution, in which large companies are spending big on content creators and putting fewer resources into promoting products in legacy broadcasters.

The Path from Petroleum to Platforms

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. Currently, a wave of amateur-created clips have recorded its extensive utilization in “practical tricks”.

Promoted as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for squeaky doors. Users have even applied it to prevent the annoyance of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation amplified the hacks by tasking their in-house experts with verification and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth were confirmed. This was also the case for ideas it could prolong perfume and restore leather handbags. Suggestions it could whiten teeth or lengthen eyelashes were refuted.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. The company's chief executive, newly named, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Shifting to Modern Engagement

A leading Unilever executive, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said participating on platforms “without spoiling the atmosphere” was paramount.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just broadcast out … Today, it's numerous dialogues, many communities. The shift of the algorithms means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by users, recommended by peers, that is how you can build trust and relevance. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The strategy reflects profound shifts occurring in how media is consumed, with younger consumers allocating more attention to digital networks than legacy broadcast and print media.

The transition is visible in declines in broadcast and newspaper ads. Across Britain, commercial funding for primary networks have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

It also reflects a media convergence as corporations essentially turn into content studios, partnering with hundreds of content creators to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us people trust recommendations from the individuals they follow over traditional advertisements. This is a persistent pattern.”

He said brands could also save money by targeting content creators over big traditional media campaigns, which also enables easier content adjustment to gauge performance.

This strategy is expanding. Promotional expenditure on the creator economy is growing fourfold quicker than the broader media sector. Across the United States, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

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

She added: “A top-tier ROI marketing event is still major broadcast spectacles. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”