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Originally found more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an clear candidate for digital platform algorithms.

Nonetheless, its ascent as a viral TikTok topic has positioned it at the vanguard of an promotional upheaval, where major corporations are spending big on content creators and devoting less capital to advertising goods in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers using on their skin with a byproduct of the drilling process. Today, a spree of content from users have recorded its extensive utilization in “practical tricks”.

Promoted as a remedy for cleaning shoes or making fragrance last longer, along with a cure for noisy doorways. It has even been deployed to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, strategists within the corporation boosted the tips by asking their own scientists to test them and letting the content creators in on the results.

Suggestions that it lessened the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could prolong perfume and revive leather bags. Proposals that it might whiten teeth or lengthen eyelashes were refuted.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has helped convince executives to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been termed “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

A leading Unilever executive, who is leading the online push, said the company was just evolving with contemporary approaches of reaching consumers. She said participating on platforms “without spoiling the atmosphere” was essential.

“What is the key to genuine brand integration? This remains our core objective as brands, since the era of community gossip and discussing household products.

“We are witnessing a departure from a broadcast model, where we would just send out ads … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these groups seem specialized, yet they are vast.

“If you can make sure your brand is shared by other people, recommended by peers, that fosters reliability and pertinence. Content makers are key. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects profound shifts occurring in how media is consumed, with the youth demographic spending more time on social media platforms than television, magazines or radio.

The shift is reflected in falling revenues for broadcast and newspaper ads. Across Britain, ad revenues for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a merging of functions as corporations essentially turn into content studios, partnering with numerous influencers to promote their goods.

Leon Harlow said: “Naturally, an exodus of attention from conventional channels and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us people trust recommendations from the personalities they subscribe to over traditional advertisements. This is a persistent pattern.”

He said brands could also save money by investing in creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to gauge performance.

Such methods are increasing. Advertising spending on influencer marketing is increasing four times faster than the broader media sector. 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

Even with this transformation, industry figures said they believed TV advertising still had a prominent role 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 events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”