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First identified over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline might not appear as an natural focus for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an advertising revolution, where major corporations are spending big on content creators and reducing expenditure on promoting products in conventional outlets.

A Journey from Drilling to Digital

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

It has been touted as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for creaky hinges. Its use has even extended to stop the scourge of crisp flavouring sticking to fingers.

Leveraging the Buzz

Noticing its viral resurgence, 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 sting of chili on the mouth were given the thumbs up. This was also the case for ideas it could extend fragrance and rejuvenate purses. Claims that it would whiten teeth or extend lashes were refuted.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have formed the bulk of its promotional efforts. However, this online trend has led decision-makers to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been termed “social listening”. Unilever's CEO, recently appointed, 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 leading the online push, said the company was simply adapting to new ways of engaging audiences. She said engaging on social media “without spoiling the atmosphere” was essential.

“How do brands authentically become part of the conversation? 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.

“We are witnessing a departure from a broadcast model, where we would just send out ads … Now it’s many conversations, many communities. The shift of the algorithms means that these communities feel niche, but they’re not.

“Ensuring your product is discussed by consumers, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The approach indicates seismic changes taking place in media consumption, with the youth demographic devoting greater hours to apps like TikTok and Instagram than legacy broadcast and print media.

The shift is reflected in falling revenues for traditional media advertising. Across Britain, ad revenues for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a blurring of media roles as brands effectively act as media producers, linking up with hundreds of content creators to enhance their items.

An industry expert from a leading agency said: “Naturally, an exodus of attention out of certain traditional media outlets and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us consumers have more faith in suggestions from the creators they engage with compared to commercial messages. That’s a consistent trend.”

He said brands could also save money by focusing on influencers over big traditional media campaigns, which also allows them to tweak their content more easily to gauge performance.

This strategy is expanding. Advertising spending on influencer marketing is increasing four times faster than the media industry overall. Across the United States, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Even with this transformation, executives said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to frame public debate.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”