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First identified over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline could hardly be considered an clear candidate for social media algorithms.

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

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a residue from oil extraction. Today, a spree of user-generated videos have chronicled its broad application in “life hacks”.

Hailed as a fix for dirty sneakers or extending perfume longevity, and also a remedy for creaky hinges. Users have even applied it to stop the scourge of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational amplified the hacks by tasking their in-house experts with verification and providing creators with the outcome data.

Suggestions that it lessened the sensation of spicy food on lips were given the thumbs up. This was also the case for ideas it could extend fragrance and revive leather bags. Claims that it would bleach teeth or extend lashes were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This observation of social channels to guide corporate planning has been termed “social listening”. The company's chief executive, newly named, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

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 participating on platforms “without dampening the fun” was essential.

“How can companies join discussions credibly? This remains our core objective as brands, back to when people were hanging out their laundry and talking about what they used.

“The trend is shifting from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, many communities. Changes in digital feeds means that these communities feel niche, yet they are vast.

“If you can make sure your brand is shared by consumers, talked about by other people, that fosters reliability and pertinence. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations occurring in how media is consumed, with younger consumers allocating more attention to apps like TikTok and Instagram than television, magazines or radio.

The shift is reflected in declines in broadcast and newspaper ads. Within the United Kingdom, ad revenues for primary networks have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Creator Economy Boom

Additionally, it points to a media convergence as corporations essentially turn into content studios, linking up with numerous influencers to boost their products.

An industry expert from a leading 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.

“Many companies report to us audiences believe endorsements from the personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

He said brands could also save money by investing in creators over big traditional media campaigns, which also enables easier content adjustment to see what works.

The approach is growing. Promotional expenditure on influencer marketing is growing fourfold quicker than total media spending. Across the United States, it has over doubled since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, executives said they believed TV advertising still had a prominent role to play, as networks still held the capability to frame public debate.

She added: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”