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First identified more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline might not appear as an clear candidate for digital platform algorithms.

Yet the brand’s emergence as a TikTok talking point has positioned it at the vanguard of an advertising revolution, in which large companies are allocating substantial funds to content creators and devoting less capital to 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 noticed oil rig workers rubbing their skin with a residue from oil extraction. Today, a spree of content from users have chronicled its broad application in “practical tricks”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for noisy doorways. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the sting of chili on the mouth were confirmed. Similarly supported were ideas it could lengthen scent duration and restore leather handbags. Proposals that it might bleach teeth or make eyelashes longer were debunked.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, freshly instated, has suggested it is aiming to spend half of its colossal advertising budget on platform-based material.

Shifting to Modern Engagement

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said interacting online “without killing the party” was paramount.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, since the era of community gossip and discussing household products.

“The trend is shifting from a one-to-many model, where we would just broadcast out … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“Having your brand advocated by users, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The approach indicates dramatic transformations happening in audience habits, with the youth demographic devoting greater hours to social media platforms than traditional TV, print, or radio.

This change is evidenced by falling revenues for traditional media advertising. Across Britain, commercial funding for leading TV channels have fallen by more than £600m in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a merging of functions as brands effectively act as media producers, linking up with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they are dedicating far more hours to Instagram, TikTok and YouTube than they are watching live TV or reading print.

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

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to test effectiveness.

The approach is growing. Promotional expenditure on the creator economy is rising at quadruple the rate than the broader media sector. Across the United States, it has more than doubled since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, executives said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to shape the national conversation.

Sykes said: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. 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.”