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First identified over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline might not appear as an clear candidate for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an promotional upheaval, in which large companies are spending big on content creators and putting fewer resources into promoting products in legacy broadcasters.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a derivative of drilling. Today, a spree of content from users have documented the product’s widespread use in “life hacks”.

Promoted as a remedy for cleaning shoes or making fragrance last longer, along with a cure for squeaky doors. Users have even applied it to stop the scourge of chip seasoning clinging to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, marketers at Unilever enhanced the tricks by having their research teams evaluate the claims and providing creators with the outcome data.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could prolong perfume and restore leather handbags. Suggestions it could whiten teeth or extend lashes were disproven.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. Yet this viral episode has helped convince executives to ramp up funding for content creators.

This monitoring of online platforms to inform business strategy has been labeled “social listening”. Unilever's CEO, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Shifting to Modern Engagement

The company's social media lead, who is heading the digital initiative, said the company was just evolving with contemporary approaches of engaging audiences. She said engaging on social media “without spoiling the atmosphere” was paramount.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and sharing usage tips.

“The trend is shifting from a mass communication approach, where we would just transmit messages … Now it’s many conversations, various groups. Changes in digital feeds means that these audiences appear specific, however, they are large.

“If you can make sure your brand is shared by users, recommended by peers, that fosters reliability and pertinence. Influencers are vital for this. We are expanding this endorsement system.”

A Revolutionary Change in Media

This plan mirrors profound shifts taking place in media consumption, with Gen Z and millennial audiences spending more time on digital networks than legacy broadcast and print media.

The transition is visible in drops in broadcast and newspaper ads. Across Britain, ad revenues for primary networks have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a media convergence as brands effectively act as media producers, linking up with numerous influencers to boost their products.

An industry expert from a leading agency said: “Naturally, an exodus of attention from conventional channels and they are dedicating far more hours to digital video and image apps than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us people trust recommendations from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He said brands could also save money by targeting content creators over big traditional media campaigns, which also permits simpler message refinement to gauge performance.

Such methods are increasing. Advertising spending on the creator economy is rising at quadruple the rate than the broader media sector. Across the United States, it has increased by over 100% since 2021 and is projected to reach multi-billion dollar sums in 2025.

TV's Lasting Role

Even with this transformation, industry figures 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: “A top-tier ROI marketing event is still the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”