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First identified over 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 popular subject on TikTok has thrust it into the lead of an promotional upheaval, seeing big businesses allocating substantial funds to content creators and devoting less capital to marketing items in legacy broadcasters.

The Path from Petroleum to Platforms

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

Promoted as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for squeaky doors. Its use has even extended to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

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

Assertions that it diminished the burn from hot food on the lips were given the thumbs up. So too were ideas it could lengthen scent duration and rejuvenate purses. Suggestions it could brighten smiles or lengthen eyelashes were disproven.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have been the cornerstone of its marketing push. However, this online trend 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”. Unilever's CEO, newly named, has indicated the goal is to spend half of its colossal advertising budget on social media content.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without spoiling the atmosphere” was essential.

“What is the key to genuine brand integration? This remains our core objective as brands, back to when people were hanging out their laundry and talking about what they used.

“We are witnessing a departure from a broadcast model, where we would just send out ads … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these communities feel niche, but they’re not.

“If you can make sure your brand is shared by users, recommended by peers, that is how you can build trust and relevance. Influencers are vital for this. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations happening in audience habits, with Gen Z and millennial audiences devoting greater hours to digital networks than traditional TV, print, or radio.

This change is evidenced by drops in TV and print advertising. Within the United Kingdom, commercial funding for leading TV channels have dropped substantially in actual value since the end of the last decade.

The Rise of the Creator Economy

It also reflects a media convergence as large companies almost become production houses themselves, 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 their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. It's an ongoing shift.”

He added firms may also cut expenditures by focusing on influencers over expensive broadcast campaigns, which also allows them to tweak their content more easily to gauge performance.

This strategy is expanding. Advertising spending on influencer marketing is increasing four times faster than the media industry overall. In the US, it has increased by over 100% since 2021 and is expected to hit multi-billion dollar sums in 2025.

TV's Lasting Role

Regardless of the massive shift, industry figures said they believed broadcast ads retained significant importance to play, as networks still held the capability to frame public debate.

Sykes said: “Among the most effective advertising investments is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”