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First identified over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline could hardly be considered an obvious target for online content feeds.

However, its rise as a TikTok talking point has placed it at the forefront of an marketing transformation, in which large companies are investing heavily in content creators and reducing expenditure on advertising goods in traditional media.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers applying to their skin with a residue from oil extraction. Today, a spree of user-generated videos have documented the product’s widespread use in “practical tricks”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, as well as a fix for noisy doorways. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, marketers at Unilever amplified the hacks by asking their own scientists to test them and providing creators with the outcome data.

Assertions that it diminished the sting of chili on the mouth were validated. This was also the case for ideas it could extend fragrance and rejuvenate purses. Suggestions it could brighten smiles or lengthen eyelashes were disproven.

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

Evolving With Audience Behavior

Selina Sykes, who is spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said engaging on social media “without killing the party” was crucial.

“How can companies join discussions credibly? This remains our core objective as brands, dating to when neighbors chatted over fences and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just send out ads … Now it’s many conversations, diverse communities. The shift of the algorithms means that these communities feel niche, but they’re not.

“If you can make sure your brand is shared by consumers, recommended by peers, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The approach indicates dramatic transformations taking place in media consumption, with Gen Z and millennial audiences allocating more attention to apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in declines in traditional media advertising. Within the United Kingdom, ad revenues for major broadcasters have declined by over six hundred million pounds in actual value since the end of the last decade.

Influencer Marketing Expansion

It also reflects a blurring of media roles as large companies almost become production houses themselves, partnering with hundreds of content creators to boost their products.

An industry expert from a leading agency said: “Naturally, an exodus of attention from conventional channels and they’re spending a lot more time on digital video and image apps than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us audiences believe endorsements from the individuals they follow compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over large-scale legacy ad buys, which also enables easier content adjustment to test effectiveness.

Such methods are increasing. Marketing investment on influencer marketing is increasing four times faster than the media industry overall. In the US, it has more than doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

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.

She added: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”