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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline could hardly be considered an clear candidate for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an promotional upheaval, in which large companies are allocating substantial funds to content creators and putting fewer resources into promoting products in conventional outlets.

The Path from Petroleum to Platforms

First created commercially in the 1870s by scientist Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Now, a flood of amateur-created clips have documented the product’s widespread use in “everyday tips”.

Promoted as a remedy for cleaning shoes or making fragrance last longer, and also a remedy for squeaky doors. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Spotting its digital renaissance, marketers at Unilever enhanced the tricks by asking their own scientists to test them and providing creators with the outcome data.

Claims that Vaseline reduced the sting of chili on the mouth were given the thumbs up. So too were ideas it could lengthen scent duration and revive leather bags. Proposals that it might brighten smiles or extend lashes were disproven.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This monitoring of online platforms to inform business strategy has been dubbed “social listening”. Unilever's CEO, newly named, has suggested it is aiming to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

Selina Sykes, who is spearheading the social media effort, said the company was merely adjusting to novel methods of connecting with customers. She said interacting online “without dampening the fun” was crucial.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and sharing usage tips.

“There’s this moving away from a broadcast model, where we would just broadcast out … Today, it's numerous dialogues, many communities. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“Having your brand advocated by other people, recommended by peers, that fosters reliability and pertinence. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors profound shifts occurring in how media is consumed, with younger consumers spending more time on social media platforms than traditional TV, print, or radio.

The transition is visible in falling revenues for traditional media advertising. Across Britain, commercial funding for primary networks have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a media convergence as large companies almost become production houses themselves, partnering with numerous influencers to enhance their items.

A commercial director at a major talent agency said: “Naturally, an exodus of attention away from some legacy media and they’re spending a lot more time on digital video and image apps 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 compared to commercial messages. It's an ongoing shift.”

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to gauge performance.

Such methods are increasing. Marketing investment on digital creator partnerships is increasing four times faster than the broader media sector. Stateside, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to shape the national conversation.

She added: “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.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”