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As a product discovered over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an obvious target for digital platform algorithms.

However, its rise as a TikTok talking point has positioned it at the vanguard of an promotional upheaval, seeing big businesses spending big on content creators and devoting less capital to promoting products in legacy broadcasters.

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 residue from oil extraction. Now, a flood of user-generated videos have documented the product’s widespread use in “everyday tips”.

Promoted as a solution for polishing footwear or prolonging the scent of perfume, along with a cure for squeaky doors. Users have even applied it to stop the scourge of crisp flavouring sticking to fingers.

Harnessing the Hype

Noticing its viral resurgence, strategists within the corporation boosted the tips by tasking their in-house experts with verification and providing creators with the outcome data.

Claims that Vaseline reduced the sting of chili on the mouth were validated. This was also the case for ideas it could extend fragrance and revive leather bags. Suggestions it could bleach teeth or lengthen eyelashes were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. However, this online trend has persuaded leaders to ramp up funding for content creators.

This observation of social channels to inform business strategy has been dubbed “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend a full fifty percent of its huge ad budget on digital creator content.

Evolving With Audience Behavior

Selina Sykes, 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 dampening the fun” was crucial.

“How can companies join discussions credibly? This remains our core objective as brands, dating to when neighbors chatted over fences and talking about what they used.

“The trend is shifting from a broadcast model, where we would just transmit messages … Currently, it's countless discussions, various groups. Changes in digital feeds means that these groups seem specialized, but they’re not.

“Having your brand advocated by consumers, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The strategy reflects dramatic transformations taking place in media consumption, with younger consumers spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in drops in TV and print advertising. In the UK, ad revenues for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

This further signifies a blurring of media roles as brands effectively act as media producers, collaborating with a multitude of digital creators to enhance their items.

Leon Harlow said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on 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 personalities they subscribe to over traditional advertisements. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

The approach is growing. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than the broader media sector. Across the United States, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Even with this transformation, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to shape the national conversation.

She added: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”