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Originally found more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an obvious target for online content feeds.

However, its rise as a viral TikTok topic has thrust it into the lead of an advertising revolution, where major corporations are spending big on content creators and devoting less capital to promoting products in traditional media.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers applying to their skin with a residue from oil extraction. Today, a spree of user-generated videos have chronicled its broad application in “life hacks”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, along with a cure for squeaky doors. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Leveraging the Buzz

Detecting the product’s new life online, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. Similarly supported were ideas it could prolong perfume and revive leather bags. Proposals that it might brighten smiles or make eyelashes longer were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. Yet this viral episode has helped convince executives to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

The company's social media lead, who is spearheading the social media effort, said the company was simply adapting to new ways of engaging audiences. She said participating on platforms “without killing the party” was essential.

“How do brands authentically become part of the conversation? This remains our core objective as brands, dating to when neighbors chatted over fences and talking about what they used.

“We are witnessing a departure from a mass communication approach, where we would just transmit messages … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

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

A Seismic Media Shift

This plan mirrors seismic changes happening in audience habits, with younger consumers allocating more attention to apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in declines in traditional media advertising. Within the United Kingdom, ad revenues for leading TV channels have declined by over six hundred million pounds in actual value since the end of the last decade.

Influencer Marketing Expansion

Additionally, it points to a media convergence as corporations essentially turn into content studios, collaborating with hundreds of content creators to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they’re spending a lot more time on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us audiences believe endorsements from the individuals they follow compared to commercial messages. This is a persistent pattern.”

He noted companies can reduce costs by investing in creators over large-scale legacy ad buys, which also enables easier content adjustment to gauge performance.

This strategy is expanding. Promotional expenditure on digital creator partnerships is increasing four times faster than the broader media sector. In the US, it has over doubled since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Even with this transformation, executives said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to drive countrywide discourse.

The executive noted: “Among the most effective advertising investments is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”