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First identified more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an obvious target for social media algorithms.

However, its rise as a TikTok talking point has placed it at the forefront of an promotional upheaval, seeing big businesses spending big on content creators and devoting less capital to advertising goods in legacy broadcasters.

The Path from Petroleum to Platforms

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

It has been touted as a solution for polishing footwear or making fragrance last longer, as well as a fix for noisy doorways. It has even been deployed to prevent the annoyance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Detecting the product’s new life online, executives at the multinational boosted the tips by asking their own scientists to test them and sharing the findings with influencers.

Claims that Vaseline reduced the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Claims that it would brighten smiles or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend a full fifty percent of its huge ad budget on platform-based material.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was merely adjusting to novel methods of engaging audiences. She said participating on platforms “without spoiling the atmosphere” was crucial.

“How can companies join discussions credibly? 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 one-to-many model, where we would just send out ads … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these communities feel niche, but they’re not.

“If you can make sure your brand is shared by users, recommended by peers, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

This plan mirrors seismic changes happening in audience habits, with Gen Z and millennial audiences allocating more attention to social media platforms than traditional TV, print, or radio.

This change is evidenced by declines in TV and print advertising. Within the United Kingdom, commercial funding for primary networks have declined by over six hundred million pounds in real terms since 2019.

The Creator Economy Boom

This further signifies a merging of functions as brands effectively act as media producers, collaborating with a multitude of digital creators to boost their products.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us audiences believe endorsements from the creators they engage with over traditional advertisements. That’s a consistent trend.”

He added firms may also cut expenditures by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to gauge performance.

The approach is growing. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than total media spending. Stateside, it has more than doubled since 2021 and is projected to reach substantial figures in 2025.

TV's Lasting Role

Even with this transformation, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to drive countrywide discourse.

She added: “Among the most effective advertising investments is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”