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Originally found more than 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline could hardly be considered an natural focus for social media algorithms.

However, its rise as a viral TikTok topic has thrust it into the lead of an promotional upheaval, where major corporations 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 scientist Robert Cheeseborough, who observed drillers using on their skin with a byproduct of the drilling process. Today, a spree of content from users have recorded its extensive utilization in “life hacks”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for squeaky doors. It has even been deployed to stop the scourge of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational 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 validated. So too were ideas it could lengthen scent duration and restore leather handbags. Claims that it would brighten smiles or lengthen eyelashes were refuted.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. However, this online trend has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to guide corporate planning has been dubbed “social listening”. Unilever's CEO, freshly instated, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Evolving With Audience Behavior

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 participating on platforms “without dampening the fun” was crucial.

“How do brands authentically become part of the conversation? This remains our core objective as brands, dating to when neighbors chatted over fences and talking about what they used.

“The trend is shifting from a mass communication approach, where we would just send out ads … Today, it's numerous dialogues, diverse communities. The shift of the algorithms means that these groups seem specialized, but they’re not.

“Having your brand advocated by users, talked about by other people, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Seismic Media Shift

The approach indicates seismic changes happening in audience habits, with Gen Z and millennial audiences spending more time on social media platforms than television, magazines or radio.

The transition is visible in drops in traditional media advertising. In the UK, commercial funding for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a media convergence as brands effectively act as media producers, collaborating with numerous influencers to promote their goods.

An industry expert from a leading agency said: “Naturally, an exodus of attention away from some legacy media and they are dedicating far more hours to digital video and image apps than they are watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the creators they engage with compared to commercial messages. This is a persistent pattern.”

He added firms may also cut expenditures by investing in creators over big traditional media campaigns, which also enables easier content adjustment to see what works.

Such methods are increasing. Marketing investment on digital creator partnerships is increasing four times faster than total media spending. Across the United States, it has increased by over 100% since 2021 and is projected to reach multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to frame public debate.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”