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As a product discovered over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline may not seem like an clear candidate for online content feeds.

However, its rise as a viral TikTok topic has positioned it at the vanguard 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 a 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”.

It has been touted as a fix for dirty sneakers or extending perfume longevity, as well as a fix for squeaky doors. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, marketers at Unilever boosted the tips by having their research teams evaluate the claims and providing creators with the outcome data.

Assertions that it diminished the sting of chili on the mouth were confirmed. So too were ideas it could prolong perfume and rejuvenate purses. Suggestions it could whiten teeth or make eyelashes longer were refuted.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. However, this online trend has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to inform business strategy has been dubbed “social listening”. Fernando Fernández, freshly instated, has stated the intention is to spend a full fifty percent of its huge ad budget on social media content.

Evolving With Audience Behavior

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of reaching consumers. She said participating on platforms “without dampening the fun” was paramount.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, since the era of community gossip and sharing usage tips.

“There’s this moving away from a mass communication approach, where we would just send out ads … Now it’s many conversations, various groups. The shift of the algorithms means that these audiences appear specific, yet they are vast.

“Ensuring your product is discussed by consumers, recommended by peers, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations happening in audience habits, with the youth demographic spending more time on digital networks than traditional TV, print, or radio.

The shift is reflected in falling revenues for traditional media advertising. Across Britain, advertising income for primary networks have fallen by more than £600m in actual value since the end of the last decade.

The Rise of the Creator Economy

Additionally, it points to a blurring of media roles as large companies almost become production houses themselves, partnering with a multitude of digital creators to boost their products.

Leon Harlow 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 audiences believe endorsements from the creators they engage with more than they trust ads. That’s a consistent trend.”

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

This strategy is expanding. Promotional expenditure on the creator economy is increasing four times faster than total media spending. In the US, it has increased by over 100% 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 TV advertising still had a prominent role to play, as networks still held the capability to frame public debate.

She added: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”