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Originally found over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline might not appear as an clear candidate for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has positioned it at the vanguard of an promotional upheaval, seeing big businesses spending big on content creators and reducing expenditure on marketing items in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers rubbing their skin with a byproduct of the drilling process. Currently, a wave of user-generated videos have recorded its extensive utilization in “life hacks”.

Hailed as a fix for dirty sneakers or making fragrance last longer, along with a cure for squeaky doors. Users have even applied it to prevent the annoyance of snack dust adhering to hands.

Capitalising on the Conversation

Spotting its digital renaissance, marketers at Unilever amplified the hacks by tasking their in-house experts with verification and sharing the findings with influencers.

Assertions that it diminished the sting of chili on the mouth were given the thumbs up. So too were ideas it could lengthen scent duration and rejuvenate purses. Suggestions it could bleach teeth or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has persuaded leaders to dramatically increase investment in content creators.

This tracking of digital spaces to inform business strategy has been dubbed “social listening”. The company's chief executive, newly named, has indicated the goal is to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of reaching consumers. She said participating on platforms “without dampening the fun” was crucial.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and sharing usage tips.

“There’s this moving away from a mass communication approach, where we would just send out ads … Now it’s many conversations, many communities. The shift of the algorithms means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by consumers, recommended by peers, that fosters reliability and pertinence. Influencers are vital for this. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

This plan mirrors dramatic transformations occurring in how media is consumed, with Gen Z and millennial audiences devoting greater hours to digital networks than television, magazines or radio.

The transition is visible in falling revenues for TV and print advertising. Across Britain, advertising income for primary networks have declined by over six hundred million pounds in real terms since 2019.

The Rise of the Creator Economy

It also reflects a blurring of media roles as brands effectively act as media producers, partnering with numerous influencers 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’re spending a lot more time on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us audiences believe endorsements from the creators they engage with over traditional advertisements. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over large-scale legacy ad buys, which also allows them to tweak their content more easily to gauge performance.

The approach is growing. Promotional expenditure on influencer marketing is increasing four times faster than the broader media sector. Across the United States, it has increased by over 100% since 2021 and is projected to reach substantial figures in 2025.

TV's Lasting Role

Even with this transformation, executives said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to frame public debate.

Sykes said: “A top-tier ROI marketing event is still the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ The focus is on who seizes focus … I think there’s 100% a place for them.”