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First identified over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline might not appear as an obvious target for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an marketing transformation, where major corporations are investing heavily in content creators and reducing expenditure on advertising goods 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 using on their skin with a byproduct of the drilling process. Today, a spree of amateur-created clips have chronicled its broad application in “practical tricks”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, and also a remedy for noisy doorways. It has even been deployed to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, strategists within the corporation boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the sensation of spicy food on lips were confirmed. So too were ideas it could extend fragrance and restore leather handbags. Suggestions it could bleach teeth or make eyelashes longer were refuted.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have been the cornerstone of its marketing push. However, this online trend has helped convince executives to dramatically increase investment in content creators.

This monitoring of online platforms to inform business strategy has been dubbed “social listening”. Unilever's CEO, recently appointed, has stated the intention is to spend a full fifty percent of its huge ad budget on platform-based material.

Adapting to New Consumer Habits

A leading Unilever executive, who is leading the online push, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without dampening the fun” was paramount.

“What is the key to genuine brand integration? This has perpetually been our aim 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 transmit messages … Today, it's numerous dialogues, various groups. The shift of the algorithms means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by users, mentioned by individuals, that fosters reliability and pertinence. Creators are critical to that. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations happening in audience habits, with Gen Z and millennial audiences spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

The transition is visible in falling revenues for TV and print advertising. In the UK, ad revenues for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

This further signifies a merging of functions as corporations essentially turn into content studios, partnering with a multitude of digital creators to boost their products.

Leon Harlow said: “Naturally, an exodus of attention out of certain traditional media outlets and their time is increasingly on social platforms like Instagram, TikTok and YouTube 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 compared to commercial messages. That’s a consistent trend.”

He added firms may also cut expenditures by investing in creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to gauge performance.

This strategy is expanding. Advertising spending on influencer marketing is increasing four times faster than total media spending. Stateside, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Despite the huge changes, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to drive countrywide discourse.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”