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Originally found more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline may not seem like an clear candidate for social media algorithms.

However, its rise as a TikTok talking point has positioned it at the vanguard of an promotional upheaval, seeing big businesses investing heavily in 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 using on their skin with a byproduct of the drilling process. Today, a spree of user-generated videos have documented the product’s widespread use in “everyday tips”.

Hailed as a remedy for cleaning shoes or making fragrance last longer, along with a cure for creaky hinges. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were given the thumbs up. So too were ideas it could extend fragrance and revive leather bags. Claims that it would brighten smiles or lengthen eyelashes were refuted.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has persuaded leaders to dramatically increase investment in content creators.

This monitoring of online platforms to shape commercial tactics has been termed “social listening”. Fernando Fernández, newly named, has suggested it is aiming 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 merely adjusting to novel methods of reaching consumers. She said interacting online “without killing the party” was paramount.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, back to when people were hanging out their laundry and discussing household products.

“The trend is shifting from a one-to-many model, where we would just broadcast out … Now it’s many conversations, many communities. The shift of the algorithms means that these audiences appear specific, however, they are large.

“If you can make sure your brand is shared by consumers, recommended by peers, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

This plan mirrors profound shifts occurring in how media is consumed, with younger consumers devoting greater hours to digital networks than television, magazines or radio.

The transition is visible in drops in broadcast and newspaper ads. Across Britain, ad revenues for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a blurring of media roles as brands effectively act as media producers, partnering with a multitude of digital creators 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 social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us people trust recommendations from the personalities they subscribe to compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to test effectiveness.

Such methods are increasing. Advertising spending on influencer marketing is rising at quadruple the rate than total media spending. Across the United States, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Despite the huge changes, executives said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to shape the national conversation.

Sykes said: “Among the most effective advertising investments is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”