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Originally found over 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline may not seem like an clear candidate for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has positioned it at the vanguard of an marketing transformation, seeing big businesses spending big on content creators and putting fewer resources into advertising goods in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Now, a flood of content from users have chronicled its broad application in “everyday tips”.

Promoted as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for creaky hinges. It has even been deployed to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever enhanced the tricks by having their research teams evaluate the claims and letting the content creators in on the results.

Assertions that it diminished the burn from hot food on the lips were confirmed. So too were ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might brighten smiles or lengthen eyelashes were disproven.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to ramp up funding for content creators.

This tracking of digital spaces to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

A leading Unilever executive, who is heading the digital initiative, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was essential.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, back to when people were hanging out their laundry and sharing usage tips.

“There’s this moving away from a broadcast 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.

“If you can make sure your brand is shared by users, talked about by other people, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The strategy reflects seismic changes occurring in how media is consumed, with Gen Z and millennial audiences allocating more attention to apps like TikTok and Instagram than legacy broadcast and print media.

The shift is reflected in declines in TV and print advertising. In the UK, ad revenues for primary networks have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

It also reflects a media convergence as large companies almost become production houses themselves, partnering with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Naturally, an exodus of attention from conventional channels and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us audiences believe endorsements from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

This strategy is expanding. Marketing investment on influencer marketing is increasing four times faster than the broader media sector. Across the United States, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as networks still held the capability to shape the national conversation.

Sykes said: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”