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First identified more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an clear candidate for digital platform algorithms.

Yet the brand’s emergence as a viral TikTok topic has positioned it at the vanguard of an promotional upheaval, in which large companies are investing heavily in content creators and reducing expenditure on promoting products in legacy broadcasters.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who saw laborers applying to their skin with a byproduct of the drilling process. Now, a flood of content from users have chronicled its broad application in “practical tricks”.

It has been touted as a solution for polishing footwear or extending perfume longevity, and also a remedy for squeaky doors. It has even been deployed to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever amplified the hacks by asking their own scientists to test them and letting the content creators in on the results.

Assertions that it diminished the sting of chili on the mouth were validated. So too were ideas it could lengthen scent duration and restore leather handbags. Suggestions it could whiten teeth or extend lashes were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has led decision-makers to ramp up funding for content creators.

This tracking of digital spaces to inform business strategy has been labeled “social listening”. Fernando Fernández, recently appointed, has suggested it is aiming to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of connecting with customers. She said engaging on social media “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and discussing household products.

“The trend is shifting from a broadcast model, where we would just transmit messages … Now it’s many conversations, diverse communities. The shift of the algorithms means that these audiences appear specific, yet they are vast.

“Having your brand advocated by other people, talked about by other people, that fosters reliability and pertinence. Creators are critical to that. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations happening in audience habits, with younger consumers spending more time on social media platforms than legacy broadcast and print media.

This change is evidenced by drops in traditional media advertising. Across Britain, advertising income for leading TV channels have declined by over six hundred million pounds in real terms since 2019.

Influencer Marketing Expansion

This further signifies a merging of functions as large companies almost become production houses themselves, linking up with hundreds of content creators to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on 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 noted companies can reduce costs by targeting content creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to test effectiveness.

Such methods are increasing. Promotional expenditure on the creator economy is rising at quadruple the rate than the media industry overall. Across the United States, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, executives said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

She added: “A top-tier ROI marketing event is still the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”