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First identified more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline might not appear as an obvious target for digital platform algorithms.

However, its rise as a viral TikTok topic has thrust it into the lead of an promotional upheaval, seeing big businesses spending big on content creators and devoting less capital to marketing items in conventional outlets.

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. Today, a spree of content from users have documented the product’s widespread use in “everyday tips”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for noisy doorways. It has even been deployed to prevent the annoyance of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, marketers at Unilever enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the sensation of spicy food on lips were confirmed. This was also the case for ideas it could lengthen scent duration and rejuvenate purses. Suggestions it could brighten smiles or make eyelashes longer were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This tracking of digital spaces to guide corporate planning has been dubbed “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend a full fifty percent of its huge ad budget on platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is spearheading the social media effort, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without dampening the fun” 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 one-to-many model, where we would just transmit messages … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“If you can make sure your brand is shared by other people, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects seismic changes taking place in media consumption, with younger consumers allocating more attention to apps like TikTok and Instagram than legacy broadcast and print media.

The shift is reflected in drops in broadcast and newspaper ads. In the UK, ad revenues for primary networks have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

It also reflects a merging of functions as corporations essentially turn into content studios, partnering with hundreds of content creators to promote their goods.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on social platforms like 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. It's an ongoing shift.”

He said brands could also save money by investing in creators over large-scale legacy ad buys, which also enables easier content adjustment to see what works.

The approach is growing. Marketing investment on digital creator partnerships is growing fourfold quicker than total media spending. Across the United States, it has increased by over 100% since 2021 and is expected to hit multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures 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: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”