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First identified over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline might not appear as an obvious target for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has thrust it into the lead of an advertising revolution, where major corporations are investing heavily in content creators and devoting less capital to advertising goods in legacy broadcasters.

The Path from Petroleum to Platforms

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a byproduct of the drilling process. Today, a spree of user-generated videos have recorded its extensive utilization in “everyday tips”.

Promoted as a solution for polishing footwear or making fragrance last longer, as well as a fix for squeaky doors. It has even been deployed to stop the scourge of chip seasoning clinging to fingers.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever boosted the tips by asking their own scientists to test them and providing creators with the outcome data.

Assertions that it diminished the sensation of spicy food on lips were confirmed. So too were ideas it could lengthen scent duration and revive leather bags. Suggestions it could whiten teeth or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. The company's chief executive, freshly instated, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

A leading Unilever executive, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without dampening the fun” was essential.

“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.

“There’s this moving away from a broadcast model, where we would just send out ads … Now it’s many conversations, many communities. The evolution of platform algorithms means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by other people, mentioned by individuals, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations occurring in how media is consumed, with Gen Z and millennial audiences spending more time on social media platforms than legacy broadcast and print media.

The shift is reflected in falling revenues for TV and print advertising. Within the United Kingdom, ad revenues for major broadcasters have dropped substantially in actual value since the end of the last decade.

Influencer Marketing Expansion

It also reflects a blurring of media roles as large companies almost become production houses themselves, linking up with numerous influencers to boost their products.

Leon Harlow 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.

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

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

The approach is growing. Promotional expenditure on influencer marketing is rising at quadruple the rate than total media spending. Stateside, it has over doubled since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Even with this transformation, executives 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 events like the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”