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Originally found more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an obvious target for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has thrust it into the lead of an advertising revolution, in which large companies are investing heavily in content creators and reducing expenditure on marketing items in traditional media.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who saw laborers applying to their skin with a derivative of drilling. Now, a flood of amateur-created clips have documented the product’s widespread use in “everyday tips”.

Promoted as a fix for dirty sneakers or making fragrance last longer, and also a remedy for creaky hinges. It has even been deployed to combat the nuisance 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 letting the content creators in on the results.

Assertions that it diminished the sensation of spicy food on lips were confirmed. So too were ideas it could prolong perfume and rejuvenate purses. Claims that it would bleach teeth or extend lashes were debunked.

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 dramatically increase investment in content creators.

This tracking of digital spaces to guide corporate planning has been dubbed “social listening”. Fernando Fernández, newly named, has stated the intention is to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said interacting online “without dampening the fun” was essential.

“How can companies join discussions credibly? This remains our core objective as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a mass communication approach, where we would just send out ads … Now it’s many conversations, 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 users, mentioned by individuals, that fosters reliability and pertinence. Creators are critical to that. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The strategy reflects profound shifts happening in audience habits, with younger consumers spending more time on digital networks than legacy broadcast and print media.

The transition is visible in falling revenues for broadcast and newspaper ads. Across Britain, commercial funding for major broadcasters have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a merging of functions as corporations essentially turn into content studios, collaborating with a multitude of digital creators to promote their goods.

Leon Harlow said: “Obviously there’s a flow of audiences from conventional channels and they are dedicating far more hours to digital video and image apps 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. It's an ongoing shift.”

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

This strategy is expanding. Advertising spending on the creator economy is growing fourfold quicker than total media spending. Stateside, it has over doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to frame public debate.

She added: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”