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As a product discovered more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline might not appear as an obvious target for social media algorithms.

Nonetheless, its ascent as a popular subject on TikTok has thrust it into the lead of an advertising revolution, where major corporations are spending big on content creators and reducing expenditure on marketing items in legacy broadcasters.

The Path from Petroleum to Platforms

Originally produced in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Now, a flood of user-generated videos have chronicled its broad application in “practical tricks”.

Promoted as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for noisy doorways. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Suggestions that it lessened the sensation of spicy food on lips were confirmed. This was also the case for ideas it could prolong perfume and revive leather bags. Proposals that it might brighten smiles or make eyelashes longer were disproven.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has helped convince executives to ramp up funding for content creators.

This monitoring of online platforms to inform business strategy has been labeled “social listening”. Fernando Fernández, recently appointed, has suggested it is aiming to spend a full fifty percent of its huge ad budget on social media content.

Adapting to New Consumer Habits

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 engaging on social media “without spoiling the atmosphere” was paramount.

“How can companies join discussions credibly? This has perpetually been our aim 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 broadcast out … Today, it's numerous dialogues, many communities. The shift of the algorithms means that these communities feel niche, but they’re not.

“Ensuring your product is discussed by other people, recommended by peers, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects dramatic transformations happening in audience habits, with younger consumers spending more time on digital networks than traditional TV, print, or radio.

This change is evidenced by declines in TV and print advertising. Within the United Kingdom, ad revenues for leading TV channels have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a blurring of media roles as corporations essentially turn into content studios, collaborating with a multitude of digital 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 their time is increasingly on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us consumers have more faith in suggestions from the personalities they subscribe to compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

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 projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed TV advertising still had a prominent role to play, as networks still held the capability to drive countrywide discourse.

Sykes said: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”