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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an obvious target for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has positioned it at the vanguard of an marketing transformation, where major corporations are investing heavily in content creators and putting fewer resources into advertising goods in conventional outlets.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Today, a spree of content from users have recorded its extensive utilization in “life hacks”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, as well as a fix for creaky hinges. Its use has even extended to combat the nuisance of snack dust adhering to hands.

Harnessing the Hype

Detecting the product’s new life online, executives at the multinational boosted the tips by asking their own scientists to test them and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. So too were ideas it could lengthen scent duration and restore leather handbags. Proposals that it might brighten smiles or lengthen eyelashes were debunked.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. The company's chief executive, newly named, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

A leading Unilever executive, who is heading the digital initiative, said the company was merely adjusting to novel methods of engaging audiences. She said engaging on social media “without dampening the fun” was crucial.

“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.

“We are witnessing a departure from a mass communication approach, where we would just send out ads … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these audiences appear specific, however, they are large.

“If you can make sure your brand is shared by other people, talked about by other people, that fosters reliability and pertinence. Influencers are vital for this. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

This plan mirrors profound shifts taking place in media consumption, with the youth demographic devoting greater hours to social media platforms than legacy broadcast and print media.

This change is evidenced by declines in traditional media advertising. In the UK, commercial funding for leading TV channels have fallen by more than £600m in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a merging of functions as large companies almost become production houses themselves, collaborating with numerous influencers to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us consumers have more faith in suggestions from the individuals they follow more than they trust ads. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to gauge performance.

Such methods are increasing. Marketing investment on the creator economy is growing fourfold quicker than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is forecast to attain multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Despite the huge changes, executives said they believed TV advertising still had a prominent role to play, as networks still held the capability to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”