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Originally found over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline could hardly be considered an natural focus for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an promotional upheaval, where major corporations are allocating substantial funds to content creators and devoting less capital to promoting products in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers rubbing their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have chronicled its broad application in “everyday tips”.

Promoted as a solution for polishing footwear or making fragrance last longer, as well as a fix for creaky hinges. Its use has even extended to stop the scourge of crisp flavouring sticking to fingers.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation boosted the tips by tasking their in-house experts with verification and providing creators with the outcome data.

Suggestions that it lessened the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could prolong perfume and rejuvenate purses. Suggestions it could whiten teeth or lengthen eyelashes were debunked.

The ‘Digital Ear’ Approach

Print ads and broadcast spots 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 shape commercial tactics has been termed “social listening”. Unilever's CEO, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Evolving With Audience Behavior

Selina Sykes, who is leading the online push, said the company was just evolving with contemporary approaches of engaging audiences. She said interacting online “without killing the party” was paramount.

“How can companies join discussions credibly? This has perpetually been our aim as brands, back to when people were hanging out their laundry and sharing usage tips.

“The trend is shifting from a broadcast model, where we would just send out ads … Now it’s many conversations, various groups. 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 consumers, talked about by other people, that fosters reliability and pertinence. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The approach indicates seismic changes taking place in media consumption, with Gen Z and millennial audiences spending more time on digital networks than legacy broadcast and print media.

This change is evidenced by drops in broadcast and newspaper ads. In the UK, ad revenues for major broadcasters have declined by over six hundred million pounds in actual value since the end of the last decade.

Influencer Marketing Expansion

It also reflects a merging of functions as large companies almost become production houses themselves, partnering with numerous influencers to boost their products.

Leon Harlow said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they’re spending a lot more time on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us people trust recommendations from the creators they engage with compared to commercial messages. It's an ongoing shift.”

He added firms may also cut expenditures by targeting content creators over large-scale legacy ad buys, which also enables easier content adjustment to see what works.

The approach is growing. Advertising spending on digital creator partnerships is rising at quadruple the rate than the media industry overall. Stateside, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to frame public debate.

Sykes said: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”