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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an clear candidate for social media algorithms.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an advertising revolution, seeing big businesses allocating substantial funds to content creators and putting fewer resources into marketing items in conventional outlets.

The Path from Petroleum to Platforms

First created commercially in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a byproduct of the drilling process. Today, a spree of user-generated videos have documented the product’s widespread use in “life hacks”.

It has been touted as a remedy for cleaning shoes or prolonging the scent of perfume, and also a remedy for creaky hinges. It has even been deployed to stop the scourge of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and letting the content creators in on the results.

Suggestions that it lessened the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could extend fragrance and revive leather bags. Suggestions it could whiten teeth or lengthen eyelashes were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has helped convince executives to dramatically increase investment in content creators.

This observation of social channels to guide corporate planning has been labeled “social listening”. The company's chief executive, newly named, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Evolving With Audience Behavior

A leading Unilever executive, who is spearheading the social media effort, said the company was merely adjusting to novel methods of engaging audiences. She said interacting online “without spoiling the atmosphere” was paramount.

“What is the key to genuine brand integration? This remains our core objective as brands, dating to when neighbors chatted over fences and discussing household products.

“We are witnessing a departure from a broadcast model, where we would just transmit messages … Now it’s many conversations, various groups. The evolution of platform algorithms means that these groups seem specialized, but they’re not.

“Having your brand advocated by other people, talked about by other people, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects profound shifts taking place in media consumption, with younger consumers allocating more attention to social media platforms than traditional TV, print, or radio.

The transition is visible in drops in broadcast and newspaper ads. In the UK, ad revenues for leading TV channels have declined by over six hundred million pounds in actual value since the end of the last decade.

The Rise of the Creator Economy

It also reflects a media convergence as brands effectively act as media producers, partnering with hundreds of content creators to enhance their items.

An industry expert from a leading agency said: “Naturally, an exodus of attention out of certain traditional media outlets and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the personalities they subscribe to compared to commercial messages. That’s a consistent trend.”

He added firms may also cut expenditures by investing in creators over big traditional media campaigns, which also permits simpler message refinement to see what works.

The approach is growing. Marketing investment on influencer marketing is increasing four times faster than total media spending. In the US, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

TV's Lasting Role

Regardless of the massive shift, industry figures said they believed television commercials still played a key part to play, as networks still held the capability to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still major broadcast spectacles. 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.”