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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 obvious target for social media algorithms.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an promotional upheaval, in which large companies are spending big on 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 scientist Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Today, a spree of user-generated videos have documented the product’s widespread use in “life hacks”.

Hailed as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for squeaky doors. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational amplified the hacks by asking their own scientists to test them and sharing the findings with influencers.

Assertions that it diminished the sting of chili on the mouth were validated. So too were ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might whiten teeth or lengthen eyelashes were disproven.

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 ramp up funding for content creators.

This monitoring of online platforms to shape commercial tactics has been labeled “social listening”. The company's chief executive, newly named, has stated the intention is to spend a full fifty percent of its huge ad budget on digital creator content.

Adapting to New Consumer Habits

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

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, back to when people were hanging out their laundry and discussing household products.

“There’s this moving away from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, various groups. Changes in digital feeds means that these audiences appear specific, yet they are vast.

“Having your brand advocated by consumers, recommended by peers, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects profound shifts happening in audience habits, with the youth demographic allocating more attention to social media platforms than television, magazines or radio.

This change is evidenced by falling revenues for broadcast and newspaper ads. Within the United Kingdom, commercial funding for leading TV channels have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a merging of functions as brands effectively act as media producers, linking up with hundreds of content creators to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us people trust recommendations from the personalities they subscribe to over traditional advertisements. It's an ongoing shift.”

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

This strategy is expanding. Advertising spending on digital creator partnerships is rising at quadruple the rate than the broader media sector. Stateside, it has increased by over 100% 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 broadcast ads retained significant importance to play, as broadcasters retained the power 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: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”