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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 obvious target for online content feeds.

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an promotional upheaval, in which large companies are spending big on content creators and reducing expenditure on marketing items 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 using on their skin with a derivative of drilling. Currently, a wave of content from users have chronicled its broad application in “practical tricks”.

Hailed as a fix for dirty sneakers or making fragrance last longer, and also a remedy for creaky hinges. It has even been deployed to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Spotting its digital renaissance, marketers at Unilever boosted the tips by asking their own scientists to test them and providing creators with the outcome data.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. So too were ideas it could lengthen scent duration and revive leather bags. Claims that it would whiten teeth or make eyelashes longer were debunked.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to ramp up funding for content creators.

This observation of social channels to guide corporate planning has been labeled “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Evolving With Audience Behavior

A leading Unilever executive, who is leading the online push, said the company was just evolving with contemporary approaches of engaging audiences. She said engaging on social media “without dampening the fun” was paramount.

“How can companies join discussions credibly? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a mass communication approach, where we would just broadcast out … Today, it's numerous dialogues, many communities. The shift of the algorithms means that these audiences appear specific, but they’re not.

“Having your brand advocated by users, mentioned by individuals, that fosters reliability and pertinence. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

The approach indicates dramatic transformations occurring in how media is consumed, with Gen Z and millennial audiences devoting greater hours to social media platforms than traditional TV, print, or radio.

The shift is reflected in declines in traditional media advertising. Across Britain, advertising income for leading TV channels have fallen by more than £600m in actual value since the end of the last decade.

Influencer Marketing Expansion

This further signifies a merging of functions as large companies almost become production houses themselves, partnering with hundreds of content creators to promote their goods.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences away from some legacy media and they are dedicating far more hours to Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us audiences believe endorsements from the individuals they follow more than they trust ads. That’s a consistent trend.”

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

This strategy is expanding. Advertising spending on influencer marketing is growing fourfold quicker than the broader media sector. In the US, it has increased by over 100% since 2021 and is expected to hit multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Even with this transformation, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to drive countrywide discourse.

She added: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”