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Originally found over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an clear candidate for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has thrust it into the lead of an promotional upheaval, seeing big businesses investing heavily in content creators and devoting less capital to promoting products in traditional media.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a derivative of drilling. Today, a spree of user-generated videos have chronicled its broad application in “life hacks”.

It has been touted as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for squeaky doors. Users have even applied it to combat the nuisance of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation boosted the tips by asking their own scientists to test them and providing creators with the outcome data.

Assertions that it diminished the sensation of spicy food on lips were given the thumbs up. This was also the case for ideas it could extend fragrance and revive leather bags. Claims that it would whiten teeth or make eyelashes longer were disproven.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. However, this online trend has persuaded leaders to ramp up funding for content creators.

This monitoring of online platforms to guide corporate planning has been dubbed “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Evolving With Audience Behavior

A leading Unilever executive, who is leading the online push, said the company was just evolving with contemporary approaches of engaging audiences. She said participating on platforms “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? This remains our core objective as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a one-to-many model, where we would just broadcast out … Now it’s many conversations, various groups. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

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

A Revolutionary Change in Media

The approach indicates dramatic transformations occurring in how media is consumed, with younger consumers allocating more attention to social media platforms than traditional TV, print, or radio.

The transition is visible in falling revenues for traditional media advertising. In the UK, commercial funding for primary networks have fallen by more than £600m in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a blurring of media roles as corporations essentially turn into content studios, linking up with a multitude of digital creators to promote their goods.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels and their time is increasingly on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us consumers have more faith in suggestions from the personalities they subscribe to more than they trust ads. That’s a consistent trend.”

He said brands could also save money by investing in creators over large-scale legacy ad buys, which also enables easier content adjustment to see what works.

Such methods are increasing. Promotional expenditure on digital creator partnerships is growing fourfold quicker than the media industry overall. Across the United States, it has over doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Even with this transformation, experts said they believed broadcast ads retained significant importance to play, as networks still held the capability to drive countrywide discourse.

Sykes said: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”