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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 social media algorithms.

However, its rise as a TikTok talking point has placed it at the forefront of an promotional upheaval, seeing big businesses spending big on content creators and putting fewer resources into promoting products in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a derivative of drilling. Currently, a wave of user-generated videos have documented the product’s widespread use in “everyday tips”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, along with a cure for squeaky doors. It has even been deployed to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Detecting the product’s new life online, executives at the multinational enhanced the tricks by tasking their in-house experts with verification and sharing the findings with influencers.

Suggestions that it lessened the burn from hot food on the lips were confirmed. Similarly supported were ideas it could prolong perfume and revive leather bags. Claims that it would bleach teeth or make eyelashes longer were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to dramatically increase investment in content creators.

This monitoring of online platforms to guide corporate planning has been termed “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Shifting to Modern Engagement

Selina Sykes, who is heading the digital initiative, said the company was just evolving with contemporary approaches of reaching consumers. She said engaging on social media “without dampening the fun” was crucial.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, since the era of community gossip and talking about what they used.

“We are witnessing a departure from a broadcast model, where we would just send out ads … Currently, it's countless discussions, various groups. Changes in digital feeds means that these communities feel niche, yet they are vast.

“Ensuring your product is discussed by other people, recommended by peers, that is how you can build trust and relevance. Creators are critical to that. 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 spending more time on social media platforms than television, magazines or radio.

This change is evidenced by drops in traditional media advertising. Within the United Kingdom, advertising income for leading TV channels have declined by over six hundred million pounds in actual value since the end of the last decade.

The Rise of the Creator Economy

Additionally, it points to a merging of functions as large companies almost become production houses themselves, linking up with hundreds of content creators to boost their products.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences away from some legacy media and they’re spending a lot more time on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us people trust recommendations from the individuals they follow over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by targeting content creators over large-scale legacy ad buys, which also enables easier content adjustment to gauge performance.

This strategy is expanding. Advertising spending on digital creator partnerships is rising at quadruple the rate than total media spending. Across the United States, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed television commercials still played a key part to play, as networks still held the capability to shape the national conversation.

She added: “Among the most effective advertising investments is still major broadcast spectacles. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”