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Originally found more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an obvious target for social media algorithms.

However, its rise as a viral TikTok topic has placed it at the forefront of an advertising revolution, seeing big businesses allocating substantial funds to content creators and devoting less capital to marketing items in conventional outlets.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Now, a flood of content from users have chronicled its broad application in “everyday tips”.

Promoted as a fix for dirty sneakers or making fragrance last longer, and also a remedy for noisy doorways. Its use has even extended to combat the nuisance 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 having their research teams evaluate the claims and providing creators with the outcome data.

Assertions that it diminished the sensation of spicy food on lips were validated. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Suggestions it could brighten smiles or lengthen eyelashes were refuted.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This observation of social channels to guide corporate planning has been dubbed “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

A leading Unilever executive, who is spearheading the social media effort, said the company was merely adjusting to novel methods of connecting with customers. She said participating on platforms “without killing the party” was paramount.

“How can companies join discussions credibly? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a mass communication approach, where we would just transmit messages … Now it’s many conversations, many communities. Changes in digital feeds means that these groups seem specialized, however, they are large.

“Having your brand advocated by consumers, mentioned by individuals, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors seismic changes occurring in how media is consumed, with younger consumers devoting greater hours to digital networks than traditional TV, print, or radio.

The transition is visible in drops in TV and print advertising. Within the United Kingdom, advertising income for leading TV channels have dropped substantially 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, collaborating with hundreds of content creators to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers away from some legacy media and their time is increasingly on digital video and image apps than they are watching live TV or reading print.

“A lot of brands are telling us consumers have more faith in suggestions from the personalities they subscribe to compared to commercial messages. This is a persistent pattern.”

He noted companies can reduce costs by investing in creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to gauge performance.

This strategy is expanding. Promotional expenditure on the creator economy is rising at quadruple the rate than total media spending. Across the United States, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Even with this transformation, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

The executive noted: “One of the highest return-on-investment media opportunities is still the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”