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First identified over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an natural focus for social media algorithms.

Nonetheless, its ascent as a popular subject on TikTok has positioned it at the vanguard of an promotional upheaval, where major corporations are investing heavily in content creators and putting fewer resources into marketing items in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers using on their skin with a byproduct of the drilling process. Now, a flood of content from users have documented the product’s widespread use in “everyday tips”.

Promoted as a fix for dirty sneakers or extending perfume longevity, along with a cure for squeaky doors. It has even been deployed to stop the scourge of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational boosted the tips by having their research teams evaluate the claims and providing creators with the outcome data.

Assertions that it diminished the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could extend fragrance and restore leather handbags. Proposals that it might whiten teeth or lengthen eyelashes were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. However, this online trend has helped convince executives to dramatically increase investment in content creators.

This monitoring of online platforms to shape commercial tactics has been termed “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend half of its colossal advertising budget on platform-based material.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was merely adjusting to novel methods of engaging audiences. She said interacting online “without dampening the fun” was essential.

“What is the key to genuine brand integration? This remains our core objective as brands, since the era of community gossip and talking about what they used.

“There’s this moving away from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these communities feel niche, however, they are large.

“Having your brand advocated by consumers, recommended by peers, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects seismic changes taking place in media consumption, with Gen Z and millennial audiences devoting greater hours to apps like TikTok and Instagram than legacy broadcast and print media.

The transition is visible in falling revenues for traditional media advertising. In the UK, ad revenues for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

It also reflects a media convergence as large companies almost become production houses themselves, linking up with a multitude of digital creators to boost their products.

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 digital video and image apps 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. That’s a consistent trend.”

He said brands could also save money by targeting content creators over large-scale legacy ad buys, which also enables easier content adjustment to gauge performance.

The approach is growing. Marketing investment on influencer marketing is rising at quadruple the rate than the media industry overall. Across the United States, it has more than doubled since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Even with this transformation, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

She added: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I think there’s 100% a place for them.”