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Originally found more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an natural focus for social media algorithms.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an advertising revolution, seeing big businesses spending big on content creators and reducing expenditure on promoting products in traditional media.

The Path from Petroleum to Platforms

First created commercially in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a byproduct of the drilling process. Currently, a wave of user-generated videos have documented the product’s widespread use in “practical tricks”.

Promoted as a fix for dirty sneakers or extending perfume longevity, along with a cure for squeaky doors. Users have even applied it to combat the nuisance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, marketers at Unilever enhanced the tricks 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. Similarly supported were ideas it could extend fragrance and revive leather bags. Claims that it would brighten smiles or extend lashes were refuted.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This tracking of digital spaces to guide corporate planning has been labeled “social listening”. Fernando Fernández, newly named, has indicated the goal is 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 simply adapting to new ways of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was paramount.

“How can companies join discussions credibly? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and discussing household products.

“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, however, they are large.

“Ensuring your product is discussed by users, recommended by peers, that is how you can build trust and relevance. Influencers are vital for this. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors profound shifts happening in audience habits, with the youth demographic spending more time on social media platforms than traditional TV, print, or radio.

The transition is visible in drops in broadcast and newspaper ads. Across Britain, ad revenues for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

It also reflects a blurring of media roles as large companies almost become production houses themselves, partnering with hundreds of content creators to boost their products.

A commercial director at a major talent agency said: “Naturally, an exodus of attention out of certain traditional media outlets and they’re spending a lot more time on social platforms like 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 individuals they follow compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

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

Traditional Media's Continued Place

Even with this transformation, experts said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to shape the national conversation.

The executive noted: “One of the highest return-on-investment media opportunities is still the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”