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First identified more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline could hardly be considered an obvious target for social media algorithms.

However, its rise as a TikTok talking point has placed it at the forefront of an advertising revolution, in which large companies are spending big on content creators and devoting less capital to marketing items in traditional media.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Now, a flood of amateur-created clips 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 squeaky doors. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, marketers at Unilever boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. So too were ideas it could extend fragrance and revive leather bags. Proposals that it might brighten smiles or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. Unilever's CEO, freshly instated, has suggested it is aiming to spend a full fifty percent of its huge ad budget on social media content.

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 engaging audiences. She said interacting online “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 one-to-many model, where we would just broadcast out … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these groups seem specialized, but they’re not.

“If you can make sure your brand is shared by other people, mentioned by individuals, that fosters reliability and pertinence. Creators are critical to that. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

This plan mirrors dramatic transformations taking place in media consumption, with the youth demographic spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by declines in broadcast and newspaper ads. In the UK, advertising income for primary networks have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a blurring of media roles as corporations essentially turn into content studios, partnering with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us people trust recommendations from the creators they engage with compared to commercial messages. It's an ongoing shift.”

He noted companies can reduce costs by focusing on influencers over large-scale legacy ad buys, which also enables easier content adjustment to test effectiveness.

Such methods are increasing. Advertising spending on influencer marketing is rising at quadruple the rate than the broader media sector. Stateside, it has over doubled since 2021 and is forecast to attain substantial figures in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to shape the national conversation.

The executive noted: “One of the highest return-on-investment media opportunities is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”