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First identified more than 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline might not appear as an clear candidate for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an advertising revolution, seeing big businesses allocating substantial funds to content creators and devoting less capital to promoting products in traditional media.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Today, a spree of user-generated videos have recorded its extensive utilization in “practical tricks”.

Promoted as a solution for polishing footwear or prolonging the scent of perfume, along with a cure for noisy doorways. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational enhanced the tricks by asking their own scientists to test them and letting the content creators in on the results.

Claims that Vaseline reduced the sting of chili on the mouth were validated. This was also the case for ideas it could prolong perfume and restore leather handbags. Suggestions it could brighten smiles or lengthen eyelashes were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has helped convince executives to ramp up funding for content creators.

This observation of social channels to inform business strategy has been dubbed “social listening”. The company's chief executive, freshly instated, 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 reaching consumers. She said engaging on social media “without dampening the fun” 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 discussing household products.

“The trend is shifting from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, diverse communities. The shift of the algorithms means that these groups seem specialized, yet they are vast.

“Ensuring your product is discussed by users, talked about by other people, that fosters reliability and pertinence. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors profound shifts taking place in media consumption, with younger consumers devoting greater hours to digital networks than television, magazines or radio.

The shift is reflected in declines in broadcast and newspaper ads. In the UK, commercial funding for leading TV channels have dropped substantially in actual value since the end of the last decade.

Influencer Marketing Expansion

It also reflects a media convergence as large companies almost become production houses themselves, collaborating with a multitude of digital creators to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences 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.

“A lot of brands are telling us people trust recommendations from the creators they engage with compared to commercial messages. This is a persistent pattern.”

He noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

This strategy is expanding. Marketing investment on digital creator partnerships is growing fourfold quicker than the media industry overall. Across the United States, it has more than doubled since 2021 and is projected to reach substantial figures in 2025.

TV's Lasting Role

Regardless of the massive shift, executives said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

The executive noted: “Among the most effective advertising investments is still the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ The focus is on who seizes focus … I think there’s 100% a place for them.”