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As a product discovered over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline could hardly be considered an obvious target for social media algorithms.

Nonetheless, its ascent as a viral TikTok topic has thrust it into the lead of an advertising revolution, in which large companies are investing heavily in content creators and reducing expenditure on advertising goods in legacy broadcasters.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Currently, a wave of user-generated videos have chronicled its broad application in “everyday tips”.

It has been touted as a fix for dirty sneakers or extending perfume longevity, as well as a fix for creaky hinges. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, strategists within the corporation amplified the hacks by asking their own scientists to test them and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth were confirmed. This was also the case for ideas it could prolong perfume and rejuvenate purses. Proposals that it might brighten smiles or lengthen eyelashes were refuted.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has persuaded leaders to dramatically increase investment in content creators.

This monitoring of online platforms to shape commercial tactics has been dubbed “social listening”. The company's chief executive, newly named, has suggested it is aiming to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

A leading Unilever executive, who is spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said engaging on social media “without killing the party” was paramount.

“How do brands authentically become part of the conversation? This remains our core objective as brands, dating to when neighbors chatted over fences and talking about what they used.

“There’s this moving away from a mass communication approach, where we would just transmit messages … Now it’s many conversations, various groups. The shift of the algorithms means that these groups seem specialized, but they’re not.

“If you can make sure your brand is shared by consumers, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects seismic changes taking place in media consumption, with the youth demographic devoting greater hours to digital networks than legacy broadcast and print media.

The shift is reflected in drops in traditional media advertising. Across Britain, commercial funding for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a merging of functions as corporations essentially turn into content studios, partnering with a multitude of digital creators to boost their products.

Leon Harlow said: “Naturally, an exodus of attention away from some legacy media and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. 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 test effectiveness.

This strategy is expanding. Marketing investment on the creator economy is growing fourfold quicker than the broader media sector. Stateside, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Even with this transformation, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

The executive noted: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … I think there’s 100% a place for them.”