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Originally found over 150 years ago on a Pennsylvania oilfield, the modest tin 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 promotional upheaval, seeing big businesses spending big on content creators and devoting less capital to marketing items in traditional media.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have recorded its extensive utilization in “life hacks”.

Promoted as a solution for polishing footwear or extending perfume longevity, as well as a fix for squeaky doors. It has even been deployed to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and letting the content creators in on the results.

Suggestions that it lessened the sting of chili on the mouth were confirmed. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Claims that it would brighten smiles or extend lashes were debunked.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has helped convince executives to dramatically increase investment in content creators.

This monitoring of online platforms to guide corporate planning has been dubbed “social listening”. Unilever's CEO, freshly instated, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of engaging audiences. She said participating on platforms “without killing the party” was crucial.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just send out ads … Currently, it's countless discussions, various groups. The evolution of platform algorithms means that these communities feel niche, but they’re not.

“If you can make sure your brand is shared by consumers, mentioned by individuals, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

The strategy reflects seismic changes happening in audience habits, with Gen Z and millennial audiences allocating more attention to social media platforms than television, magazines or radio.

The shift is reflected in drops in broadcast and newspaper ads. Across Britain, ad revenues for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

The Rise of the Creator Economy

This further signifies a merging of functions as corporations essentially turn into content studios, collaborating with numerous influencers to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and they’re spending a lot more time on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us people trust recommendations from the individuals they follow compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over large-scale legacy ad buys, which also allows them to tweak their content more easily to test effectiveness.

The approach is growing. Advertising spending on influencer marketing is increasing four times faster than the broader media sector. Stateside, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power 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.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”