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As a product discovered over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an obvious target for online content feeds.

However, its rise as a popular subject on TikTok has placed it at the forefront of an promotional upheaval, where major corporations are allocating substantial funds to 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 a chemist, Robert Cheeseborough, who saw laborers using on their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have documented the product’s widespread use in “everyday tips”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, as well as a fix for creaky hinges. Users have even applied it to prevent the annoyance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, marketers at Unilever enhanced the tricks 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 validated. This was also the case for ideas it could extend fragrance and restore leather handbags. Claims that it would brighten smiles or lengthen eyelashes were disproven.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to turbocharge spending on content creators.

This monitoring of online platforms to guide corporate planning has been termed “social listening”. Unilever's CEO, newly named, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was merely adjusting to novel methods of engaging audiences. She said participating on platforms “without killing the party” was paramount.

“How can companies join discussions credibly? 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.

“There’s this moving away from a mass communication approach, where we would just broadcast out … Currently, it's countless discussions, many communities. The shift of the algorithms means that these audiences appear specific, but they’re not.

“Having your brand advocated by other people, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

The approach indicates profound shifts taking place in media consumption, with Gen Z and millennial audiences spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in falling revenues for broadcast and newspaper ads. In the UK, ad revenues for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

This further signifies a media convergence as large companies almost become production houses themselves, linking up with a multitude of digital creators to enhance their items.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers away from some legacy media and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us audiences believe endorsements from the personalities they subscribe to more than they trust ads. It's an ongoing shift.”

He noted companies can reduce costs by focusing on influencers over large-scale legacy ad buys, which also permits simpler message refinement to test effectiveness.

Such methods are increasing. Promotional expenditure on influencer marketing is increasing four times faster than the media industry overall. Across the United States, it has over doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Despite the huge changes, 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.

She added: “One of the highest return-on-investment media opportunities is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”