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As a product discovered over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline may not seem like an clear candidate for social media algorithms.

Nonetheless, its ascent as a viral TikTok topic has positioned it at the vanguard of an advertising revolution, in which large companies are spending big on content creators and putting fewer resources into advertising goods in traditional media.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have documented the product’s widespread use in “everyday tips”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for squeaky doors. Users have even applied it to prevent the annoyance of crisp flavouring sticking to fingers.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the sensation of spicy food on lips were confirmed. Similarly supported were ideas it could prolong perfume and restore leather handbags. Claims that it would brighten smiles or extend lashes were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been labeled “social listening”. Fernando Fernández, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Evolving With Audience Behavior

A leading Unilever executive, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said interacting online “without dampening the fun” was essential.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“There’s this moving away from a mass communication approach, where we would just transmit messages … Now it’s many conversations, many communities. The shift of the algorithms means that these groups seem specialized, however, they are large.

“Having your brand advocated by consumers, mentioned by individuals, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The approach indicates profound shifts happening in audience habits, with Gen Z and millennial audiences allocating more attention to digital networks than traditional TV, print, or radio.

The transition is visible in declines in traditional media advertising. In the UK, commercial funding for primary networks have dropped substantially in actual value since the end of the last decade.

Influencer Marketing Expansion

It also reflects a media convergence as large companies almost become production houses themselves, linking up with hundreds of content creators to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels and they’re spending a lot more time on digital video and image apps than they are watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the personalities they subscribe to more than they trust ads. That’s a consistent trend.”

He added firms may also cut expenditures by focusing on influencers over large-scale legacy ad buys, which also enables easier content adjustment to gauge performance.

This strategy is expanding. Marketing investment on digital creator partnerships is increasing four times faster than the broader media sector. In the US, it has more than doubled since 2021 and is forecast to attain substantial figures in 2025.

TV's Lasting Role

Even with this transformation, executives said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to frame public debate.

She added: “Among the most effective advertising investments is still major broadcast spectacles. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”