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As a product discovered over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline may not seem like an obvious target for social media algorithms.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an marketing transformation, where major corporations are spending big on content creators and devoting less capital to advertising goods in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who observed drillers using on their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have chronicled its broad application in “practical tricks”.

Promoted as a fix for dirty sneakers or prolonging the scent of perfume, as well as a fix for creaky hinges. It has even been deployed to prevent the annoyance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the burn from hot food on the lips were confirmed. So too were ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might brighten smiles or make eyelashes longer were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have formed the bulk of its promotional efforts. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This observation of social channels to guide corporate planning has been dubbed “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend a full fifty percent of its huge ad budget on platform-based material.

Shifting to Modern Engagement

A leading Unilever executive, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said interacting online “without spoiling the atmosphere” was essential.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and sharing usage tips.

“There’s this moving away from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, diverse communities. The shift of the algorithms means that these audiences appear specific, however, they are large.

“If you can make sure your brand is shared by users, talked about by other people, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

This plan mirrors profound shifts occurring in how media is consumed, with Gen Z and millennial audiences devoting greater hours to apps like TikTok and Instagram than television, magazines or radio.

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

Influencer Marketing Expansion

This further signifies a blurring of media roles as corporations essentially turn into content studios, collaborating with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Naturally, an exodus of attention away from some legacy media 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 audiences believe endorsements from the personalities they subscribe to over traditional advertisements. This is a persistent pattern.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to see what works.

This strategy is expanding. Advertising spending on the creator economy is increasing four times faster than total media spending. In the US, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

TV's Lasting Role

Despite the huge changes, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

Sykes said: “One of the highest return-on-investment media opportunities is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”