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Originally found more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an natural focus for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has positioned it at the vanguard of an advertising revolution, in which large companies are spending big on content creators and putting fewer resources into promoting products in traditional media.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a residue from oil extraction. Now, a flood of content from users have chronicled its broad application in “practical tricks”.

Hailed as a solution for polishing footwear or extending perfume longevity, along with a cure for noisy doorways. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational boosted the tips 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. This was also the case for ideas it could lengthen scent duration and rejuvenate purses. Suggestions it could bleach teeth or lengthen eyelashes were debunked.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This observation of social channels to guide corporate planning has been labeled “social listening”. Unilever's CEO, newly named, has stated the intention is to spend a full fifty percent of its huge ad budget on platform-based material.

Evolving With Audience Behavior

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of engaging audiences. She said participating on platforms “without spoiling the atmosphere” was essential.

“What is the key to genuine brand integration? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just transmit messages … Now it’s many conversations, various groups. Changes in digital feeds means that these communities feel niche, however, they are large.

“Ensuring your product is discussed by consumers, recommended by peers, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations taking place in media consumption, with Gen Z and millennial audiences allocating more attention to digital networks than traditional TV, print, or radio.

This change is evidenced by declines in traditional media advertising. Within the United Kingdom, advertising income for leading TV channels have fallen by more than £600m in actual value since the end of the last decade.

The Creator Economy Boom

It also reflects a blurring of media roles as large companies almost become production houses themselves, partnering with hundreds of content creators to promote their goods.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they are dedicating far more hours to Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us audiences believe endorsements from the personalities they subscribe to over traditional advertisements. It's an ongoing shift.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to gauge performance.

This strategy is expanding. Marketing investment on influencer marketing is growing fourfold quicker than the media industry overall. Stateside, it has increased by over 100% since 2021 and is forecast to attain tens of billions in 2025.

The Enduring Power of Broadcast

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as networks still held the capability to drive countrywide discourse.

The executive noted: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”