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Originally found over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an obvious target for digital platform algorithms.

Nonetheless, its ascent as a popular subject on TikTok has positioned it at the vanguard of an advertising revolution, in which large companies are spending big on content creators and devoting less capital to advertising goods in conventional outlets.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a byproduct of the drilling process. Currently, a wave of user-generated videos have chronicled its broad application in “life hacks”.

Hailed as a solution for polishing footwear or making fragrance last longer, and also a remedy for noisy doorways. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. So too were ideas it could extend fragrance and revive leather bags. Suggestions it could brighten smiles or make eyelashes longer were debunked.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to dramatically increase investment in content creators.

This monitoring of online platforms to guide corporate planning has been dubbed “social listening”. The company's chief executive, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was simply adapting to new ways of engaging audiences. She said participating on platforms “without killing the party” was essential.

“What is the key to genuine brand integration? 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.

“We are witnessing a departure from a broadcast model, where we would just broadcast out … Today, it's numerous dialogues, various groups. The shift of the algorithms means that these communities feel niche, but they’re not.

“Ensuring your product is discussed by consumers, talked about by other people, that is how you can build trust and relevance. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The strategy reflects seismic changes occurring in how media is consumed, with younger consumers allocating more attention to apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by falling revenues for traditional media advertising. Within the United Kingdom, commercial funding for primary networks have dropped substantially in actual value since the end of the last decade.

The Rise of the Creator Economy

It also reflects a media convergence as large companies almost become production houses themselves, collaborating with hundreds of content creators to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels and their time is increasingly on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Many companies report to us consumers have more faith in suggestions from the personalities they subscribe to compared to commercial messages. That’s a consistent trend.”

He added firms may also cut expenditures by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

This strategy is expanding. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than total media spending. Stateside, it has over doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

TV's Lasting Role

Despite the huge changes, executives said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to drive countrywide discourse.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”