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First identified more than 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline could hardly be considered an clear candidate for social media algorithms.

Yet the brand’s emergence as a viral TikTok topic has thrust it into the lead of an advertising revolution, where major corporations are investing heavily in content creators and reducing expenditure on promoting products in conventional outlets.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers applying to their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have chronicled its broad application in “life hacks”.

Promoted as a solution for polishing footwear or extending perfume longevity, as well as a fix for creaky hinges. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, marketers at Unilever amplified the hacks by asking their own scientists to test them and letting the content creators in on the results.

Assertions that it diminished the sting of chili on the mouth were confirmed. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Suggestions it could bleach teeth or extend lashes were debunked.

The ‘Digital Ear’ Approach

Print ads and broadcast spots 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 tracking of digital spaces to shape commercial tactics has been termed “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without spoiling the atmosphere” was crucial.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and talking about what they used.

“There’s this moving away from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, various groups. Changes in digital feeds means that these groups seem specialized, but they’re not.

“Ensuring your product is discussed by users, recommended by peers, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects seismic changes taking place in media consumption, with younger consumers devoting greater hours to digital networks than traditional TV, print, or radio.

The transition is visible in falling revenues for TV and print advertising. In the UK, commercial funding for leading TV channels have declined by over six hundred million pounds in real terms since 2019.

Influencer Marketing Expansion

This further signifies a media convergence as brands effectively act as media producers, partnering with hundreds of content creators to promote their goods.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences from conventional channels and their time is increasingly on digital video and image apps than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us people trust recommendations from the creators they engage with over traditional advertisements. That’s a consistent trend.”

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

The approach is growing. Promotional expenditure on digital creator partnerships is growing fourfold quicker than the broader media sector. Stateside, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Even with this transformation, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to drive countrywide discourse.

She added: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”