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Originally found over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline may not seem like an obvious target for social media algorithms.

However, its rise as a TikTok talking point has placed it at the forefront of an promotional upheaval, seeing big businesses investing heavily in content creators and putting fewer resources into promoting products in legacy broadcasters.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Today, a spree of content from users have chronicled its broad application in “life hacks”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, along with a cure for creaky hinges. It has even been deployed to stop the scourge of crisp flavouring sticking to fingers.

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever amplified the hacks 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 validated. So too were ideas it could prolong perfume and restore leather handbags. Claims that it would brighten smiles or make eyelashes longer were refuted.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to ramp up funding for content creators.

This monitoring of online platforms to inform business strategy has been dubbed “social listening”. Fernando Fernández, recently appointed, has suggested it is aiming to spend a full fifty percent of its huge ad budget on social media content.

Evolving With Audience Behavior

A leading Unilever executive, who is leading the online push, said the company was merely adjusting to novel methods of reaching consumers. She said engaging on social media “without dampening the fun” was crucial.

“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 talking about what they used.

“The trend is shifting from a mass communication approach, where we would just transmit messages … Now it’s many conversations, diverse communities. The shift of the algorithms means that these audiences appear specific, but they’re not.

“Ensuring your product is discussed by consumers, talked about by other people, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The approach indicates dramatic transformations taking place in media consumption, with younger consumers devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in falling revenues for broadcast and newspaper ads. In the UK, commercial funding for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

Additionally, it points to a merging of functions as corporations essentially turn into content studios, collaborating with numerous influencers to promote their goods.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences from conventional channels and they are dedicating far more hours to Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us audiences believe endorsements from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also permits simpler message refinement to gauge performance.

Such methods are increasing. Advertising spending on digital creator partnerships is growing fourfold quicker than the broader media sector. Stateside, it has increased by over 100% since 2021 and is projected to reach substantial figures in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as networks still held the capability to frame public debate.

Sykes said: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”