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First identified more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an clear candidate for social media algorithms.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an marketing transformation, seeing big businesses spending big on content creators and reducing expenditure on 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 saw laborers rubbing their skin with a residue from oil extraction. Currently, a wave of amateur-created clips have chronicled its broad application in “everyday tips”.

Promoted as a remedy for cleaning shoes or prolonging the scent of perfume, and also a remedy for noisy doorways. It has even been deployed to combat the nuisance of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, executives at the multinational boosted the tips by having their research teams evaluate the claims and providing creators with the outcome data.

Suggestions that it lessened the burn from hot food on the lips were validated. Similarly supported 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

Billboards and TV ads would once have formed the bulk of its promotional efforts. Yet this viral episode has persuaded leaders to ramp up funding for content creators.

This observation of social channels to guide corporate planning has been dubbed “social listening”. Unilever's CEO, freshly instated, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Evolving With Audience Behavior

A leading Unilever executive, who is heading the digital initiative, said the company was simply adapting to new ways of engaging audiences. She said interacting online “without killing the party” was crucial.

“How do brands authentically become part of the conversation? This remains our core objective as brands, since the era of community gossip and talking about what they used.

“The trend is shifting from a broadcast model, where we would just send out ads … Now it’s many conversations, many communities. The shift of the algorithms means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by consumers, talked about by other people, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors dramatic transformations taking place in media consumption, with younger consumers devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in declines in traditional media advertising. In the UK, ad revenues for major broadcasters have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

This further signifies a media convergence as large companies almost become production houses themselves, linking up with a multitude of digital creators to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

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

He said brands could also save money by focusing on influencers over big traditional media campaigns, which also allows them to tweak their content more easily to see what works.

Such methods are increasing. Marketing investment on influencer marketing is increasing four times faster than the media industry overall. Across the United States, it has more than doubled since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

Even with this transformation, experts said they believed TV advertising still had a prominent role to play, as networks still held the capability to frame public debate.

Sykes said: “Among the most effective advertising investments is still major broadcast spectacles. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”