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Originally found over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline could hardly be considered an obvious target for social media algorithms.

However, its rise as a viral TikTok topic has thrust it into the lead of an promotional upheaval, seeing big businesses spending big on content creators and putting fewer resources into promoting products in conventional outlets.

The Path from Petroleum to Platforms

First created commercially in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Now, a flood of amateur-created clips have documented the product’s widespread use in “everyday tips”.

Hailed as a fix for dirty sneakers or extending perfume longevity, as well as a fix for squeaky doors. Users have even applied it to combat the nuisance of chip seasoning clinging to fingers.

Leveraging the Buzz

Spotting its digital renaissance, strategists within the corporation amplified the hacks by asking their own scientists to test them and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth were confirmed. So too were ideas it could extend fragrance and rejuvenate purses. Suggestions it could brighten smiles or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been labeled “social listening”. Fernando Fernández, newly named, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Evolving With Audience Behavior

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

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and talking about what they used.

“The trend is shifting from a broadcast model, where we would just send out ads … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

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

A Fundamental Consumption Turn

The strategy reflects profound shifts happening in audience habits, with younger consumers devoting greater hours to social media platforms than legacy broadcast and print media.

This change is evidenced by declines in broadcast and newspaper ads. Within the United Kingdom, advertising income for primary networks have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

It also reflects a media convergence as large companies almost become production houses themselves, partnering with numerous influencers to enhance their items.

A commercial director at a major talent agency said: “Naturally, an exodus of attention away from some legacy media and their time is increasingly on digital video and image apps than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us audiences believe endorsements from the creators they engage with more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over big traditional media campaigns, which also enables easier content adjustment to test effectiveness.

The approach is growing. Promotional expenditure on digital creator partnerships is increasing four times faster than the broader media sector. Across the United States, it has over doubled since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Despite the huge changes, experts said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to frame public debate.

She added: “A top-tier ROI marketing event is still major broadcast spectacles. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”