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Originally found more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline could hardly be considered an obvious target for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has positioned it at the vanguard of an promotional upheaval, in which large companies are allocating substantial funds to content creators and putting fewer resources into advertising goods in legacy broadcasters.

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. Today, a spree of amateur-created clips have documented the product’s widespread use in “practical tricks”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, and also a remedy for squeaky doors. Users have even applied it to prevent the annoyance of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, marketers at Unilever enhanced the tricks by asking their own scientists to test them and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were confirmed. So too were ideas it could prolong perfume and revive leather bags. Suggestions it could brighten smiles or make eyelashes longer were disproven.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. However, this online trend has helped convince executives to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. Fernando Fernández, newly named, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

Selina Sykes, who is heading the digital initiative, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without killing the party” was paramount.

“How can companies join discussions credibly? This has perpetually been our aim as brands, back to when people were hanging out their laundry and talking about what they used.

“There’s this moving away from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, diverse communities. Changes in digital feeds means that these communities feel niche, yet they are vast.

“If you can make sure your brand is shared by consumers, mentioned by individuals, that fosters reliability and pertinence. Creators are critical to that. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects dramatic transformations occurring in how media is consumed, with younger consumers devoting greater hours to social media platforms than television, magazines or radio.

This change is evidenced by declines in traditional media advertising. Within the United Kingdom, ad revenues for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

The Rise of the Creator Economy

It also reflects a merging of functions as brands effectively act as media producers, collaborating with hundreds of content creators to enhance their items.

A commercial director at a major talent agency said: “Naturally, an exodus of attention away from some legacy media and their time is increasingly on digital video and image apps than they are consuming linear broadcasts or printed matter.

“Many companies report to us people trust recommendations from the creators they engage with compared to commercial messages. It's an ongoing shift.”

He added firms may also cut expenditures by investing in creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to test effectiveness.

The approach is growing. Marketing investment on influencer marketing is increasing four times faster than the media industry overall. Stateside, it has increased by over 100% since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

Sykes said: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I think there’s 100% a place for them.”