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As a product discovered over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline might not appear as an clear candidate for social media algorithms.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an advertising revolution, in which large companies are investing heavily in content creators and devoting less capital to advertising goods in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a residue from oil extraction. Now, a flood of content from users have recorded its extensive utilization in “everyday tips”.

It has been touted as a fix for dirty sneakers or extending perfume longevity, along with a cure for creaky hinges. Users have even applied it to stop the scourge of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation enhanced the tricks by asking their own scientists to test them and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were confirmed. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Proposals that it might whiten teeth or make eyelashes longer were disproven.

The ‘Digital Ear’ Approach

Billboards and TV ads 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 termed “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Evolving With Audience Behavior

A leading Unilever executive, who is leading the online push, said the company was just evolving with contemporary approaches of reaching consumers. She said participating on platforms “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 discussing household products.

“The trend is shifting from a one-to-many model, where we would just transmit messages … Now it’s many conversations, many communities. The shift of the algorithms means that these communities feel niche, however, they are large.

“Having your brand advocated by consumers, recommended by peers, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

A Revolutionary Change in Media

This plan mirrors seismic changes occurring in how media is consumed, with the youth demographic allocating more attention to apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in declines in broadcast and newspaper ads. Across Britain, ad revenues for leading TV channels have dropped substantially in real terms since 2019.

The Creator Economy Boom

It also reflects a blurring of media roles as corporations essentially turn into content studios, collaborating with numerous influencers to promote their goods.

Leon Harlow said: “Naturally, an exodus of attention away from some legacy media and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us consumers have more faith in suggestions from the creators they engage with compared to commercial messages. That’s a consistent trend.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

Such methods are increasing. Marketing investment on influencer marketing is growing fourfold quicker than total media spending. Stateside, it has more than doubled since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to shape the national conversation.

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 concerns who commands eyeballs … There is undoubtedly a future for traditional media.”