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First identified over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an clear candidate for social media algorithms.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an promotional upheaval, where major corporations are spending big on content creators and putting fewer resources into promoting products in conventional outlets.

A Journey from Drilling to Digital

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 documented the product’s widespread use in “practical tricks”.

Promoted as a solution for polishing footwear or prolonging the scent of perfume, as well as a fix for creaky hinges. It has even been deployed to prevent the annoyance of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational boosted the tips by tasking their in-house experts with verification and providing creators with the outcome data.

Assertions that it diminished the sensation of spicy food on lips were confirmed. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might brighten smiles or lengthen eyelashes were refuted.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. Unilever's CEO, recently appointed, has stated the intention is to spend half of its colossal advertising budget on social media content.

Adapting to New Consumer Habits

The company's social media lead, who is leading the online push, said the company was simply adapting to new ways of engaging audiences. She said interacting online “without dampening the fun” was paramount.

“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.

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

“Ensuring your product is discussed by consumers, talked about by other people, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The strategy reflects seismic changes happening in audience habits, with the youth demographic devoting greater hours to social media platforms than legacy broadcast and print media.

The transition is visible in declines in traditional media advertising. Within the United Kingdom, ad revenues for major broadcasters have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a merging of functions as large companies almost become production houses themselves, collaborating with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the creators they engage with over traditional advertisements. That’s a consistent trend.”

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

The approach is growing. Marketing investment on the creator economy is growing fourfold quicker than the broader media sector. Stateside, it has over doubled since 2021 and is forecast to attain tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

Sykes said: “One of the highest return-on-investment media opportunities 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 … There is undoubtedly a future for traditional media.”