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First identified over 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline could hardly be considered an natural focus for social media algorithms.

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

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a residue from oil extraction. Today, a spree of content from users have recorded its extensive utilization in “practical tricks”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for creaky hinges. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational amplified the hacks by having their research teams evaluate the claims and letting the content creators in on the results.

Assertions that it diminished the burn from hot food on the lips were validated. So too were ideas it could extend fragrance and rejuvenate purses. Claims that it would bleach teeth or extend lashes were debunked.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

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

Evolving With Audience Behavior

A leading Unilever executive, who is leading the online push, said the company was simply adapting to new ways of connecting with customers. She said interacting online “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.

“We are witnessing a departure from a one-to-many model, where we would just broadcast out … Currently, it's countless discussions, many communities. Changes in digital feeds means that these audiences appear specific, yet they are vast.

“Ensuring your product is discussed by consumers, mentioned by individuals, 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 approach indicates dramatic transformations taking place in media consumption, with younger consumers devoting greater hours to digital networks than legacy broadcast and print media.

This change is evidenced by falling revenues for traditional media advertising. In the UK, commercial funding for leading TV channels have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

Additionally, it points to a media convergence as brands effectively act as media producers, partnering with hundreds of content creators to enhance their items.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers from conventional channels and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us consumers have more faith in suggestions from the personalities they subscribe to compared to commercial messages. That’s a consistent trend.”

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

The approach is growing. Promotional expenditure on digital creator partnerships is growing fourfold quicker than total media spending. In the US, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

TV's Lasting Role

Regardless of the massive shift, executives said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to shape the national conversation.

The executive noted: “A top-tier ROI marketing event is still the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”