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First identified more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an clear candidate for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an promotional upheaval, seeing big businesses investing heavily in content creators and devoting less capital to advertising goods in legacy broadcasters.

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 residue from oil extraction. Now, a flood of amateur-created clips have documented the product’s widespread use in “life hacks”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, as well as a fix for noisy doorways. Users have even applied it to combat the nuisance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Detecting the product’s new life online, executives at the multinational amplified the hacks by having their research teams evaluate the claims and letting the content creators in on the results.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could prolong perfume and restore leather handbags. Proposals that it might whiten teeth or make eyelashes longer were refuted.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This monitoring of online platforms to shape commercial tactics has been labeled “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

Selina Sykes, 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.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“There’s this moving away from a broadcast model, where we would just broadcast out … Today, it's numerous dialogues, diverse communities. The shift of the algorithms means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by other people, talked about by other people, that is how you can build trust and relevance. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The strategy reflects dramatic transformations occurring in how media is consumed, with Gen Z and millennial audiences spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

The transition is visible in drops in TV and print advertising. Across Britain, ad revenues for primary networks have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Creator Economy Boom

It also reflects a blurring of media roles as corporations essentially turn into content studios, linking up with numerous influencers to enhance their items.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us audiences believe endorsements from the individuals they follow over traditional advertisements. This is a persistent pattern.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

The approach is growing. Promotional expenditure on the creator economy is rising at quadruple the rate than the media industry overall. Across the United States, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Even with this transformation, experts 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.

She added: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”