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First identified more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline might not appear as an obvious target for digital platform algorithms.

However, its rise 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 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 observed drillers applying to their skin with a residue from oil extraction. Now, a flood of amateur-created clips have recorded its extensive utilization in “everyday tips”.

Hailed 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 crisp flavouring sticking to fingers.

Harnessing the Hype

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

Assertions that it diminished the sensation of spicy food on lips were confirmed. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Claims that it would whiten teeth or make eyelashes longer were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have formed the bulk of its promotional efforts. However, this online trend has helped convince executives to ramp up funding for content creators.

This tracking of digital spaces to inform business strategy has been termed “social listening”. Unilever's CEO, newly named, has indicated the goal is 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 just evolving with contemporary approaches of engaging audiences. She said engaging on social media “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and sharing usage tips.

“The trend is shifting from a mass communication approach, where we would just send out ads … Currently, it's countless discussions, various groups. Changes in digital feeds means that these audiences appear specific, but they’re not.

“Ensuring your product is discussed by users, recommended by peers, that is how you can build trust and relevance. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

The approach indicates dramatic transformations occurring in how media is consumed, with Gen Z and millennial audiences allocating more attention to digital networks than television, magazines or radio.

The transition is visible in drops in traditional media advertising. Within the United Kingdom, ad revenues for primary networks have declined by over six hundred million pounds in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a blurring of media roles as large companies almost become production houses themselves, collaborating with hundreds of content creators to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels and they are dedicating far more hours to digital video and image apps than they are watching live TV or reading print.

“A lot of brands are telling us consumers have more faith in suggestions from the personalities they subscribe to compared to commercial messages. It's an ongoing shift.”

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

This strategy is expanding. Marketing investment on digital creator partnerships is growing fourfold quicker than the media industry overall. Across the United States, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Even with this transformation, executives said they believed television commercials still played a key part to play, as broadcasters retained the power to drive countrywide discourse.

The executive noted: “A top-tier ROI marketing event is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”