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Originally found more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline might not appear as an obvious target for social media algorithms.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an advertising revolution, seeing big businesses spending big on content creators and putting fewer resources into promoting products in legacy broadcasters.

The Path from Petroleum to Platforms

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Currently, a wave of amateur-created clips have recorded its extensive utilization in “everyday tips”.

It has been touted as a solution for polishing footwear or extending perfume longevity, and also a remedy for noisy doorways. It has even been deployed to stop the scourge of chip seasoning clinging to fingers.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and providing creators with the outcome data.

Suggestions that it lessened the sting of chili on the mouth were confirmed. So too were ideas it could extend fragrance and rejuvenate purses. Proposals that it might 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. But the Vaseline phenomenon has persuaded leaders to ramp up funding for content creators.

This tracking of digital spaces to guide corporate planning has been dubbed “social listening”. Unilever's CEO, newly named, has suggested it is aiming to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

The company's social media lead, who is leading the online push, said the company was merely adjusting to novel methods of connecting with customers. She said interacting online “without killing the party” was essential.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and talking about what they used.

“There’s this moving away from a broadcast model, where we would just send out ads … Currently, it's countless discussions, many communities. The shift of the algorithms means that these audiences appear specific, however, they are large.

“Having your brand advocated by consumers, recommended by peers, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The strategy reflects dramatic transformations happening in audience habits, with younger consumers allocating more attention to apps like TikTok and Instagram than television, magazines or radio.

The shift is reflected in declines in TV and print advertising. Across Britain, ad revenues for leading TV channels have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

This further signifies a media convergence as brands effectively act as media producers, linking up with numerous influencers to boost their products.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences away from some legacy media and their time is increasingly on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by focusing on influencers over large-scale legacy ad buys, which also allows them to tweak their content more easily to see what works.

This strategy is expanding. Marketing investment on the creator economy is rising at quadruple the rate than the media industry overall. In the US, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to frame public debate.

She added: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”