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First identified more than 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline might not appear as an clear candidate for digital platform algorithms.

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an promotional upheaval, where major corporations are allocating substantial funds to content creators and putting fewer resources into marketing items in conventional outlets.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a residue from oil extraction. Currently, a wave of user-generated videos have recorded its extensive utilization in “everyday tips”.

Promoted as a fix for dirty sneakers or making fragrance last longer, along with a cure for creaky hinges. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational amplified the hacks by asking their own scientists to test them and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were validated. This was also the case for ideas it could lengthen scent duration and rejuvenate purses. Suggestions it could brighten smiles or extend lashes were refuted.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to ramp up funding for content creators.

This monitoring of online platforms to inform business strategy has been dubbed “social listening”. Fernando Fernández, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

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

“How can companies join discussions credibly? This remains our core objective as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a mass communication approach, where we would just send out ads … Now it’s many conversations, various groups. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“Having your brand advocated by users, recommended by peers, that is how you can build trust and relevance. Creators are critical to that. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects profound shifts taking place in media consumption, with younger consumers devoting greater hours to apps like TikTok and Instagram than legacy broadcast and print media.

The shift is reflected in falling revenues for TV and print advertising. In the UK, advertising income for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

This further signifies a merging of functions as large companies almost become production houses themselves, collaborating with hundreds of content creators to enhance their items.

Leon Harlow said: “Obviously there’s a flow of audiences from conventional channels and they’re spending a lot more time on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to see what works.

Such methods are increasing. Advertising spending on digital creator partnerships is increasing four times faster than the media industry overall. Stateside, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Even with this transformation, experts said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to frame public debate.

Sykes said: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”