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Originally found over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an obvious target for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has thrust it into the lead of an promotional upheaval, where major corporations are spending big on content creators and devoting less capital to advertising goods in traditional media.

The Path from Petroleum to Platforms

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who saw laborers using on their skin with a residue from oil extraction. Now, a flood of user-generated videos have documented the product’s widespread use in “life hacks”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for squeaky doors. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, marketers at Unilever boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Claims that Vaseline reduced the burn from hot food on the lips were given the thumbs up. This was also the case for ideas it could extend fragrance and restore leather handbags. Suggestions it could brighten smiles or make eyelashes longer were disproven.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to ramp up funding for content creators.

This observation of social channels to inform business strategy 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 platform-based material.

Shifting to Modern Engagement

A leading Unilever executive, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without dampening the fun” was crucial.

“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 talking about what they used.

“We are witnessing a departure from a mass communication approach, where we would just send out ads … Now it’s many conversations, various groups. The shift of the algorithms means that these groups seem specialized, but they’re not.

“If you can make sure your brand is shared by consumers, talked about by other people, that is how you can build trust and relevance. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors dramatic transformations occurring in how media is consumed, with the youth demographic allocating more attention to social media platforms than traditional TV, print, or radio.

This change is evidenced by declines in TV and print advertising. Across Britain, ad revenues for primary networks have dropped substantially in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a media convergence as large companies almost become production houses themselves, linking up with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Naturally, an exodus of attention from conventional channels and they are dedicating far more hours to digital video and image apps than they are watching live TV or reading print.

“Numerous corporations inform us people trust recommendations from the creators they engage with over traditional advertisements. It's an ongoing shift.”

He said brands could also save money by investing in creators over big traditional media campaigns, which also allows them to tweak their content more easily to test effectiveness.

Such methods are increasing. Marketing investment on the creator economy is growing fourfold quicker than total media spending. Across the United States, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to drive countrywide discourse.

Sykes said: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”