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Originally found more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an natural focus for social media algorithms.

Yet the brand’s emergence as a viral TikTok topic has thrust it into the lead of an marketing transformation, seeing big businesses spending big on content creators and putting fewer resources into promoting products in legacy broadcasters.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who observed drillers using on their skin with a derivative of drilling. Today, a spree of content from users have recorded its extensive utilization in “everyday tips”.

Hailed as a solution for polishing footwear or making fragrance last longer, as well as a fix for noisy doorways. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Spotting its digital renaissance, strategists within the corporation enhanced the tricks by asking their own scientists to test them and letting the content creators in on the results.

Assertions that it diminished the sting of chili on the mouth were confirmed. So too were ideas it could prolong perfume and rejuvenate purses. Suggestions it could brighten smiles or extend lashes were disproven.

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 ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. Fernando Fernández, freshly instated, has indicated the goal is to spend a full fifty percent of its huge ad budget on digital creator content.

Shifting to Modern Engagement

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

“How can companies join discussions credibly? This has perpetually been our aim as brands, back to when people were hanging out their laundry and discussing household products.

“There’s this moving away from a one-to-many model, where we would just broadcast out … Now it’s many conversations, many communities. The shift of the algorithms means that these groups seem specialized, however, they are large.

“Ensuring your product is discussed by users, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

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 television, magazines or radio.

This change is evidenced by falling revenues for traditional media advertising. In the UK, advertising income for primary networks 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 large companies almost become production houses themselves, linking up with numerous influencers to promote their goods.

A commercial director at a major talent 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 watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the individuals they follow compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over large-scale legacy ad buys, which also enables easier content adjustment to see what works.

The approach is growing. Marketing investment on influencer marketing is increasing four times faster than total media spending. Across the United States, it has over doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

TV's Lasting Role

Even with this transformation, experts said they believed broadcast ads retained significant importance to play, as networks still held the capability to drive countrywide discourse.

The executive noted: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”