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First identified over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline could hardly be considered an natural focus for online content feeds.

Yet the brand’s emergence 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 marketing items in conventional outlets.

The Path from Petroleum to Platforms

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who saw laborers rubbing their skin with a derivative of drilling. Now, a flood of user-generated videos have documented the product’s widespread use in “everyday tips”.

Promoted as a remedy for cleaning shoes or prolonging the scent of perfume, and also a remedy for noisy doorways. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. So too were ideas it could prolong perfume and rejuvenate purses. Proposals that it might bleach teeth or extend lashes were debunked.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. However, this online trend has helped convince executives to turbocharge spending on content creators.

This monitoring of online platforms to shape commercial tactics has been labeled “social listening”. The company's chief executive, recently appointed, has indicated the goal is to spend a full fifty percent of its huge ad budget on social media content.

Evolving With Audience Behavior

A leading Unilever executive, who is spearheading the social media effort, said the company was merely adjusting to novel methods of engaging audiences. She said interacting online “without dampening the fun” was essential.

“How do brands authentically become part of the conversation? This remains our core objective as brands, back to when people were hanging out their laundry and discussing household products.

“There’s this moving away from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, many communities. The shift of the algorithms means that these audiences appear specific, however, they are large.

“Having your brand advocated by other people, mentioned by individuals, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors profound shifts occurring in how media is consumed, with younger consumers spending more time on apps like TikTok and Instagram than television, magazines or radio.

The transition is visible in falling revenues for traditional media advertising. In the UK, advertising income for major broadcasters have declined by over six hundred million pounds in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a merging of functions as large companies almost become production houses themselves, collaborating with a multitude of digital creators to boost their products.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they’re spending a lot more time on digital video and image apps than they are consuming linear broadcasts or printed matter.

“Many companies report to us audiences believe endorsements from the individuals they follow more than they trust ads. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over large-scale legacy ad buys, which also enables easier content adjustment to test effectiveness.

Such methods are increasing. Promotional expenditure on influencer marketing is increasing four times faster than the broader media sector. Stateside, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

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

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”