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Originally found more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an obvious target for social media algorithms.

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an advertising revolution, in which large companies are allocating substantial funds to content creators and putting fewer resources into advertising goods in conventional outlets.

The Path from Petroleum to Platforms

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Currently, a wave of content from users have recorded its extensive utilization in “practical tricks”.

Hailed as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for noisy doorways. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational enhanced the tricks by asking their own scientists to test them and providing creators with the outcome data.

Assertions that it diminished the sting of chili on the mouth were confirmed. So too were ideas it could lengthen scent duration and restore leather handbags. Proposals that it might bleach teeth or extend lashes were disproven.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This observation of social channels to inform business strategy has been termed “social listening”. The company's chief executive, newly named, has stated the intention is to spend a full fifty percent of its huge ad budget on social media content.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was merely adjusting to novel methods of connecting with customers. She said engaging on social media “without spoiling the atmosphere” was paramount.

“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 … 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 consumers, recommended by peers, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The strategy reflects dramatic transformations occurring in how media is consumed, with younger consumers allocating more attention to apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in declines in broadcast and newspaper ads. Within the United Kingdom, ad revenues for primary networks have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

It also reflects a merging of functions as brands effectively act as media producers, collaborating with numerous influencers to boost their products.

Leon Harlow said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us people trust recommendations from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He added firms may also cut expenditures by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to gauge performance.

Such methods are increasing. Marketing investment on the creator economy is increasing four times faster than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Even with this transformation, executives said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

Sykes said: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”