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As a product discovered more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline may not seem like an clear candidate for social media algorithms.

However, its rise as a viral TikTok topic has positioned it at the vanguard of an advertising revolution, seeing big businesses spending big on content creators and reducing expenditure on advertising goods in legacy broadcasters.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers using on their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have documented the product’s widespread use in “life hacks”.

Promoted as a fix for dirty sneakers or making fragrance last longer, along with a cure for creaky hinges. Users have even applied it to combat the nuisance of crisp flavouring sticking to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could prolong perfume and restore leather handbags. Proposals that it might bleach teeth or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots 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 termed “social listening”. Fernando Fernández, 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

A leading Unilever executive, who is leading the online push, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without dampening the fun” was crucial.

“What is the key to genuine brand integration? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these audiences appear specific, however, they are large.

“If you can make sure your brand is shared by other people, mentioned by individuals, 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 the youth demographic devoting greater hours to apps like TikTok and Instagram than legacy broadcast and print media.

The transition is visible in falling revenues for broadcast and newspaper ads. In the UK, commercial funding for major broadcasters have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a media convergence as brands effectively act as media producers, partnering with numerous influencers to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences from conventional channels and their time is increasingly 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 consumers have more faith in suggestions from the individuals they follow compared to commercial messages. It's an ongoing shift.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

Such methods are increasing. Marketing investment on the creator economy is increasing four times faster than total media spending. Stateside, it has over doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

TV's Lasting Role

Regardless of the massive shift, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to drive countrywide discourse.

The executive noted: “A top-tier ROI marketing event is still events like the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”