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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 natural focus for social media algorithms.

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an advertising revolution, where major corporations are spending big on content creators and reducing expenditure on marketing items in conventional outlets.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who saw laborers rubbing their skin with a derivative of drilling. Today, a spree of amateur-created clips have documented the product’s widespread use in “practical tricks”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, along with a cure for creaky hinges. Its use has even extended to stop the scourge of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational boosted the tips by asking their own scientists to test them and providing creators with the outcome data.

Assertions that it diminished the burn from hot food on the lips were confirmed. So too were ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might bleach teeth or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to guide corporate planning has been termed “social listening”. Unilever's CEO, recently appointed, 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

The company's social media lead, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said engaging on social media “without dampening the fun” was essential.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a mass communication approach, where we would just send out ads … Today, it's numerous dialogues, diverse communities. Changes in digital feeds means that these groups seem specialized, but they’re not.

“Ensuring your product is discussed by users, talked about by other people, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors seismic changes 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 drops in TV and print advertising. In the UK, ad revenues for primary networks have dropped substantially in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a media convergence as large companies almost become production houses themselves, partnering with a multitude of digital creators to promote their goods.

A commercial director at a major talent agency said: “Naturally, an exodus of attention out of certain traditional media outlets and they are dedicating far more hours to Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us people trust recommendations from the creators they engage with more than they trust ads. This is a persistent pattern.”

He said brands could also save money by investing in creators over big traditional media campaigns, which also permits simpler message refinement to test effectiveness.

The approach is growing. Advertising spending on influencer marketing is increasing four times faster than total media spending. In the US, it has over doubled since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to shape the national conversation.

Sykes said: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”