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As a product discovered over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an clear candidate for online content feeds.

Nonetheless, its ascent as a popular subject on TikTok has thrust it into the lead of an advertising revolution, in which large companies are allocating substantial funds to content creators and reducing expenditure on advertising goods in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who saw laborers applying to their skin with a derivative of drilling. Today, a spree of content from users have chronicled its broad application in “life hacks”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for squeaky doors. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational boosted the tips 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. This was also the case for ideas it could lengthen scent duration and restore leather handbags. Claims that it would bleach teeth or lengthen eyelashes were debunked.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have been the cornerstone of its marketing push. However, this online trend has persuaded leaders to ramp up funding for content creators.

This monitoring of online platforms to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, freshly instated, has indicated the goal is to spend a full fifty percent of its huge ad budget on social media content.

Adapting to New Consumer Habits

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.

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

“The trend is shifting from a mass communication approach, where we would just broadcast out … Now it’s many conversations, diverse communities. The evolution of platform algorithms means that these communities feel niche, but they’re not.

“Ensuring your product is discussed by consumers, recommended by peers, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations taking place in media consumption, with the youth demographic allocating more attention to digital networks than traditional TV, print, or radio.

The shift is reflected in drops in broadcast and newspaper ads. Within the United Kingdom, advertising income for major broadcasters have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Creator Economy Boom

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

A commercial director at a major talent agency said: “Naturally, an exodus of attention out of certain traditional media outlets and their time is increasingly on 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 personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

He said brands could also save money by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to see what works.

The approach is growing. Advertising spending on influencer marketing is increasing four times faster than the broader media sector. Stateside, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Despite the huge changes, executives said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to frame public debate.

The executive noted: “Among the most effective advertising investments is still major broadcast spectacles. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”