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Originally found over 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline might not appear as an natural focus for social media algorithms.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an advertising revolution, where major corporations are spending big on content creators and reducing expenditure on advertising goods in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Today, a spree of content from users have documented the product’s widespread use in “life hacks”.

Hailed as a fix for dirty sneakers or extending perfume longevity, and also a remedy for creaky hinges. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Harnessing the Hype

Noticing its viral resurgence, strategists within the corporation enhanced the tricks 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 confirmed. This was also the case for ideas it could extend fragrance and revive leather bags. Claims that it would bleach teeth or lengthen eyelashes were refuted.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has helped convince executives to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. The company's chief executive, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Evolving With Audience Behavior

Selina Sykes, who is heading the digital initiative, said the company was just evolving with contemporary approaches of engaging audiences. She said engaging on social media “without dampening the fun” was paramount.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and discussing household products.

“There’s this moving away from a one-to-many model, where we would just send out ads … Now it’s many conversations, diverse communities. Changes in digital feeds means that these audiences appear specific, however, they are large.

“If you can make sure your brand is shared by other people, recommended by peers, that is how you can build trust and relevance. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The strategy reflects profound shifts happening in audience habits, with younger consumers allocating more attention to apps like TikTok and Instagram than legacy broadcast and print media.

This change is evidenced by drops in TV and print advertising. Within the United Kingdom, commercial funding for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

This further signifies a blurring of media roles as large companies almost become production houses themselves, linking up with numerous influencers to promote their goods.

Leon Harlow said: “Naturally, an exodus of attention away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

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

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also enables easier content adjustment to test effectiveness.

Such methods are increasing. Advertising spending on the creator economy is increasing four times faster than the media industry overall. In the US, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

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

She added: “One of the highest return-on-investment media opportunities is still the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I think there’s 100% a place for them.”