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First identified 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.

However, its rise as a TikTok talking point has positioned it at the vanguard of an promotional upheaval, seeing big businesses investing heavily in content creators and reducing expenditure on promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Today, a spree of amateur-created clips have documented the product’s widespread use in “life hacks”.

Hailed as a solution for polishing footwear or making fragrance last longer, and also a remedy for squeaky doors. Users have even applied it to prevent the annoyance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation enhanced the tricks by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Suggestions it could brighten smiles or extend lashes were disproven.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This tracking of digital spaces to inform business strategy has been dubbed “social listening”. Fernando Fernández, newly named, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

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 reaching consumers. She said interacting online “without dampening the fun” was essential.

“How can companies join discussions credibly? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just send out ads … Currently, it's countless discussions, various groups. Changes in digital feeds means that these audiences appear specific, yet they are vast.

“If you can make sure your brand is shared by consumers, recommended by peers, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects seismic changes occurring in how media is consumed, with the youth demographic spending more time on social media platforms than legacy broadcast and print media.

This change is evidenced by declines in TV and print advertising. In the UK, advertising income for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

The Creator Economy Boom

It also reflects a merging of functions as brands effectively act as media producers, partnering with numerous influencers to promote their goods.

Leon Harlow said: “Naturally, an exodus of attention from conventional channels and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us people trust recommendations from the personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

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 gauge performance.

Such methods are increasing. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than the media industry overall. Across the United States, it has over doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Even with this transformation, industry figures said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to drive countrywide discourse.

Sykes said: “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 … There is undoubtedly a future for traditional media.”