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First identified more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an clear candidate for digital platform algorithms.

Yet the brand’s emergence as a viral TikTok topic has thrust it into the lead of an advertising revolution, in which large companies are investing heavily in 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 a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Today, a spree of content from users have documented the product’s widespread use in “life hacks”.

Promoted as a solution for polishing footwear or prolonging the scent of perfume, along with a cure for creaky hinges. Users have even applied it to stop the scourge of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, marketers at Unilever 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. Similarly supported were ideas it could extend fragrance and restore leather handbags. Proposals that it might whiten teeth or extend lashes were refuted.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has helped convince executives to dramatically increase investment in content creators.

This tracking of digital spaces to inform business strategy has been labeled “social listening”. Fernando Fernández, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

The company's social media lead, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without spoiling the atmosphere” was crucial.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just transmit messages … Today, it's numerous dialogues, many communities. Changes in digital feeds means that these communities feel niche, but they’re not.

“Having your brand advocated by consumers, mentioned by individuals, that is how you can build trust and relevance. Influencers are vital for this. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects profound shifts taking place in media consumption, with younger consumers devoting greater hours to digital networks than legacy broadcast and print media.

The transition is visible in drops in traditional media advertising. Within the United Kingdom, commercial funding for primary networks have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a blurring of media roles as brands effectively act as media producers, linking up with hundreds of content creators to promote their goods.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences from conventional channels and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by investing in creators over big traditional media campaigns, which also permits simpler message refinement to gauge performance.

This strategy is expanding. Marketing investment on influencer marketing is growing fourfold quicker than total media spending. Stateside, it has more than doubled since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to shape the national conversation.

The executive noted: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”