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First identified over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline may not seem like an clear candidate for social media algorithms.

However, its rise as a TikTok talking point has positioned it at the vanguard of an marketing transformation, where major corporations are investing heavily in content creators and putting fewer resources into advertising goods in legacy broadcasters.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have chronicled its broad application in “practical tricks”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, as well as a fix for creaky hinges. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation boosted the tips by tasking their in-house experts with verification and providing creators with the outcome data.

Claims that Vaseline reduced the sensation of spicy food on lips were confirmed. So too were ideas it could lengthen scent duration and revive leather bags. Suggestions it could brighten smiles or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This monitoring of online platforms to guide corporate planning has been labeled “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

A leading Unilever executive, who is spearheading the social media effort, said the company was merely adjusting to novel methods of engaging audiences. She said engaging on social media “without spoiling the atmosphere” 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 discussing household products.

“We are witnessing a departure from a mass communication approach, where we would just send out ads … Now it’s many conversations, diverse communities. The shift of the algorithms means that these audiences appear specific, yet they are vast.

“Ensuring your product is discussed by users, mentioned by individuals, that fosters reliability and pertinence. Creators are critical to that. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

This plan mirrors seismic changes occurring in how media is consumed, with Gen Z and millennial audiences devoting greater hours to digital networks than traditional TV, print, or radio.

This change is evidenced by declines in broadcast and newspaper ads. In the UK, advertising income for primary networks have fallen by more than £600m in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a merging of functions as large companies almost become production houses themselves, collaborating with hundreds of content creators to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and their time is increasingly on digital video and image apps than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us audiences believe endorsements from the individuals they follow more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

The approach is growing. Marketing investment on influencer marketing is growing fourfold quicker than total media spending. In the US, it has over doubled since 2021 and is projected to reach multi-billion dollar sums 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 TV channels continued to possess the influence to frame public debate.

She added: “Among the most effective advertising investments is still major broadcast spectacles. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”