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First identified over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline might not appear as an clear candidate for online content feeds.

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an promotional upheaval, in which large companies are investing heavily in content creators and putting fewer resources into promoting products in legacy broadcasters.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers using on their skin with a residue from oil extraction. Currently, a wave of content from users have recorded its extensive utilization in “practical tricks”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, along with a cure for noisy doorways. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, marketers at Unilever amplified the hacks by tasking their in-house experts with verification and sharing the findings with influencers.

Assertions that it diminished the sensation of spicy food on lips were validated. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Claims that it would whiten teeth or make eyelashes longer were refuted.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have been the cornerstone of its marketing push. However, this online trend has led decision-makers to dramatically increase investment in content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. The company's chief executive, newly named, has suggested it is aiming to spend a full fifty percent of its huge ad budget on platform-based material.

Evolving With Audience Behavior

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of engaging audiences. She said participating on platforms “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, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a one-to-many model, where we would just send out ads … Today, it's numerous dialogues, many communities. The evolution of platform 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 Fundamental Consumption Turn

The approach indicates profound shifts occurring in how media is consumed, with Gen Z and millennial audiences spending more time on digital networks than traditional TV, print, or radio.

This change is evidenced by declines in broadcast and newspaper ads. In the UK, ad revenues for primary networks have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

This further signifies a media convergence as brands effectively act as media producers, partnering with numerous influencers to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers away from some legacy media and they’re spending a lot more time on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us audiences believe endorsements from the personalities they subscribe to more than they trust ads. It's an ongoing shift.”

He added firms may also cut expenditures by focusing on influencers over large-scale legacy ad buys, which also permits simpler message refinement to test effectiveness.

Such methods are increasing. Advertising spending on influencer marketing is growing fourfold quicker than the media industry overall. Stateside, it has over doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

TV's Lasting Role

Regardless of the massive shift, industry figures said they believed broadcast ads retained significant importance to play, as networks still held the capability to shape the national conversation.

The executive noted: “A top-tier ROI marketing event is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”