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Originally found more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline might not appear as an clear candidate for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, seeing big businesses investing heavily in content creators and putting fewer resources into advertising goods in legacy broadcasters.

The Path from Petroleum to Platforms

First created commercially in the 1870s by chemist Robert Cheeseborough, who saw laborers using on their skin with a residue from oil extraction. Currently, a wave of user-generated videos have chronicled its broad application in “everyday tips”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for noisy doorways. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Spotting its digital renaissance, strategists within the corporation boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the sensation of spicy food on lips were given the thumbs up. This was also the case for ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might bleach teeth or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to inform business strategy has been termed “social listening”. Unilever's CEO, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend 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 engaging audiences. She said engaging on social media “without spoiling the atmosphere” was crucial.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, since the era of community gossip and sharing usage tips.

“There’s this moving away from a mass communication approach, where we would just broadcast out … Now it’s many conversations, various groups. Changes in digital feeds means that these communities feel niche, but they’re not.

“Ensuring your product is discussed by consumers, recommended by peers, that is how you can build trust and relevance. Content makers are key. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

This plan mirrors seismic changes happening in audience habits, with Gen Z and millennial audiences spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in declines in TV and print advertising. Across Britain, commercial funding for leading TV channels have fallen by more than £600m in real terms since 2019.

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 promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us audiences believe endorsements from the creators they engage with more than they trust ads. It's an ongoing shift.”

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

This strategy is expanding. Advertising spending on influencer marketing is increasing four times faster than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

The executive noted: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”