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First identified more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an natural focus for online content feeds.

However, its rise as a viral TikTok topic has positioned it at the vanguard of an advertising revolution, seeing big businesses spending big on content creators and devoting less capital to advertising goods in legacy broadcasters.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Currently, a wave of amateur-created clips have documented the product’s widespread use in “everyday tips”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for noisy doorways. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Capitalising on the Conversation

Spotting its digital renaissance, strategists within the corporation enhanced the tricks by tasking their in-house experts with verification and providing creators with the outcome data.

Assertions that it diminished the sting of chili on the mouth were confirmed. This was also the case for ideas it could prolong perfume and rejuvenate purses. Claims that it would bleach teeth or lengthen eyelashes were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. Yet this viral episode has persuaded leaders to ramp up funding for content creators.

This monitoring of online platforms to guide corporate planning has been labeled “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend half of its colossal advertising budget on digital creator content.

Evolving With Audience Behavior

The company's social media lead, who is leading the online push, said the company was simply adapting to new ways of connecting with customers. She said interacting online “without spoiling the atmosphere” was paramount.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a mass communication approach, where we would just transmit messages … Now it’s many conversations, various groups. The evolution of platform algorithms means that these communities feel niche, however, they are large.

“Having your brand advocated by other people, recommended by peers, that is how you can build trust and relevance. Creators are critical to that. We are expanding this endorsement system.”

A Revolutionary Change in Media

The approach indicates dramatic transformations occurring in how media is consumed, with younger consumers allocating more attention to apps like TikTok and Instagram than television, magazines or radio.

This change is evidenced by falling revenues for traditional media advertising. In the UK, ad revenues for primary networks have declined by over six hundred million pounds in real terms since 2019.

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 promote their goods.

A commercial director at a major talent agency said: “Naturally, an exodus of attention out of certain traditional media outlets and they’re spending a lot more time on digital video and image apps than they are watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the personalities they subscribe to compared to commercial messages. It's an ongoing shift.”

He said brands could also save money by focusing on influencers over big traditional media campaigns, which also permits simpler message refinement to see what works.

Such methods are increasing. Advertising spending on the creator economy is increasing four times faster than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Even with this transformation, experts said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to frame public debate.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”