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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an clear candidate for social media algorithms.

Nonetheless, its ascent as a popular subject on TikTok has positioned it at the vanguard of an promotional upheaval, seeing big businesses allocating substantial funds to content creators and reducing expenditure on advertising goods in traditional media.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Today, a spree of amateur-created clips have documented the product’s widespread use in “practical tricks”.

Hailed as a remedy for cleaning shoes or prolonging the scent of perfume, along with a cure for noisy doorways. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Detecting the product’s new life online, marketers at Unilever enhanced the tricks by having their research teams evaluate the claims and letting the content creators in on the results.

Assertions that it diminished the sting of chili on the mouth were validated. So too were ideas it could lengthen scent duration and restore leather handbags. Claims that it would bleach teeth or extend lashes were refuted.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to dramatically increase investment in content creators.

This monitoring of online platforms to shape commercial tactics has been dubbed “social listening”. The company's chief executive, freshly instated, has indicated the goal is to spend 50% of its massive marketing spend on platform-based material.

Evolving With Audience Behavior

The company's social media lead, who is spearheading the social media effort, said the company was simply adapting to new ways of engaging audiences. She said engaging on social media “without spoiling the atmosphere” was essential.

“How do brands authentically become part of the conversation? This remains our core objective as brands, dating to when neighbors chatted over fences and talking about what they used.

“The trend is shifting from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, many communities. The shift of the algorithms means that these groups seem specialized, however, they are large.

“Ensuring your product is discussed by other people, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The strategy reflects dramatic transformations happening in audience habits, with younger consumers allocating more attention to social media platforms than traditional TV, print, or radio.

The shift is reflected in drops in traditional media advertising. In the UK, advertising income for major broadcasters have dropped substantially in inflation-adjusted 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 a multitude of digital creators to enhance their items.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels and they are dedicating far more hours to digital video and image apps than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us people trust recommendations from the creators they engage with over traditional advertisements. This is a persistent pattern.”

He added firms may also cut expenditures by focusing on influencers over big traditional media campaigns, which also enables easier content adjustment to gauge performance.

Such methods are increasing. Marketing investment on the creator economy is rising at quadruple the rate than the broader media sector. Across the United States, it has over doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

TV's Lasting Role

Despite the huge changes, executives said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

She added: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”