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First identified over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline may not seem like an natural focus for online content feeds.

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an promotional upheaval, in which large companies are spending big on content creators and devoting less capital to advertising goods in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who saw laborers applying to their skin with a residue from oil extraction. Now, a flood of content from users have recorded its extensive utilization in “everyday tips”.

Promoted as a fix for dirty sneakers or making fragrance last longer, as well as a fix for creaky hinges. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation enhanced the tricks by having their research teams evaluate the claims and letting the content creators in on the results.

Assertions that it diminished the sensation of spicy food on lips were validated. This was also the case for ideas it could lengthen scent duration and revive leather bags. Claims that it would brighten smiles or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to guide corporate planning has been termed “social listening”. Unilever's CEO, newly named, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said engaging on social media “without spoiling the atmosphere” was crucial.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and sharing usage tips.

“The trend is shifting from a broadcast model, where we would just broadcast out … Now it’s many conversations, various groups. The shift of the algorithms means that these audiences appear specific, but they’re not.

“Ensuring your product is discussed by other people, mentioned by individuals, that fosters reliability and pertinence. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The strategy reflects profound shifts happening in audience habits, with the youth demographic allocating more attention to social media platforms than legacy broadcast and print media.

The transition is visible in drops in TV and print advertising. Across Britain, ad revenues for major broadcasters have fallen by more than £600m in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

This further signifies a merging of functions as large companies almost become production houses themselves, partnering with a multitude of digital creators to promote their goods.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they are dedicating far more hours to Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

He added firms may also cut expenditures by focusing on influencers over large-scale legacy ad buys, which also allows them to tweak their content more easily to test effectiveness.

This strategy is expanding. Promotional expenditure on influencer marketing is growing fourfold quicker than the broader media sector. Across the United States, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, executives said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to drive countrywide discourse.

Sykes said: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”