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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an clear candidate for online content feeds.

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 spending big on content creators and putting fewer resources into advertising goods in traditional media.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by a chemist, 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 “life hacks”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, along with a cure for noisy doorways. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational amplified the hacks by tasking their in-house experts with verification and providing creators with the outcome data.

Assertions that it diminished the sting of chili on the mouth were confirmed. This was also the case for ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might bleach teeth or lengthen eyelashes were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Fernando Fernández, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

A leading Unilever executive, who is leading the online push, said the company was simply adapting to new ways of reaching consumers. She said interacting online “without dampening the fun” was essential.

“How can companies join discussions credibly? This remains our core objective as brands, since the era of community gossip and talking about what they used.

“The trend is shifting from a broadcast model, where we would just broadcast out … Now it’s many conversations, many communities. The shift of the algorithms means that these audiences appear specific, yet they are vast.

“Having your brand advocated by users, mentioned by individuals, that is how you can build trust and relevance. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

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. Within the United Kingdom, ad revenues for primary networks have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a blurring of media roles as brands effectively act as media producers, partnering with a multitude of digital creators to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers away from some legacy media and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He said brands could also save money by investing in creators over big traditional media campaigns, which also enables easier content adjustment to test effectiveness.

The approach is growing. Advertising spending on digital creator partnerships is increasing four times faster than total media spending. In the US, it has more than doubled since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

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 frame public debate.

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