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As a product discovered over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an natural focus for digital platform algorithms.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an promotional upheaval, where major corporations are spending big on content creators and putting fewer resources into advertising goods in conventional outlets.

The Path from Petroleum to Platforms

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Today, a spree of amateur-created clips have documented the product’s widespread use in “everyday tips”.

Promoted as a solution for polishing footwear or making fragrance last longer, along with a cure for creaky hinges. Users have even applied it to stop the scourge of crisp flavouring sticking to fingers.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. This was also the case for ideas it could extend fragrance and restore leather handbags. Claims that it would brighten smiles or make eyelashes longer were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This monitoring of online platforms to guide corporate planning has been dubbed “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of engaging audiences. She said participating on platforms “without dampening the fun” was essential.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, since the era of community gossip and discussing household products.

“We are witnessing a departure from a broadcast model, where we would just broadcast out … Now it’s many conversations, various groups. The evolution of platform algorithms means that these communities feel niche, however, they are large.

“Having your brand advocated by consumers, talked about by other people, that fosters reliability and pertinence. Influencers are vital for this. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates profound shifts happening in audience habits, with Gen Z and millennial audiences devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

The transition is visible in declines in broadcast and newspaper ads. In the UK, ad revenues for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

Influencer Marketing Expansion

Additionally, it points to a merging of functions as brands effectively act as media producers, collaborating with a multitude of digital creators to boost their products.

Leon Harlow said: “Naturally, an exodus of attention from conventional channels and they are dedicating far more hours to 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 compared to commercial messages. That’s a consistent trend.”

He said brands could also save money by targeting content creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to test effectiveness.

This strategy is expanding. Advertising spending on influencer marketing is growing fourfold quicker than total media spending. Across the United States, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

She added: “Among the most effective advertising investments is still the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”