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Originally found over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an obvious target for social media algorithms.

Nonetheless, its ascent as a TikTok talking point has positioned it at the vanguard of an marketing transformation, where major corporations are spending big on content creators and putting fewer resources into promoting products in traditional media.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a derivative of drilling. Now, a flood of amateur-created clips have documented the product’s widespread use in “practical tricks”.

Promoted as a fix for dirty sneakers or making fragrance last longer, along with a cure for creaky hinges. It has even been deployed to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, marketers at Unilever boosted the tips by asking their own scientists to test them and sharing the findings with influencers.

Suggestions that it lessened the sensation of spicy food on lips were confirmed. This was also the case for 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. But the Vaseline phenomenon has helped convince executives to ramp up funding for content creators.

This observation of social channels to shape commercial tactics 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.

Shifting to Modern Engagement

The company's social media lead, who is spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without spoiling the atmosphere” was crucial.

“What is the key to genuine brand integration? This remains our core objective as brands, dating to when neighbors chatted over fences and discussing household products.

“We are witnessing a departure from a mass communication approach, where we would just send out ads … Currently, it's countless discussions, diverse communities. The shift of the algorithms means that these communities feel niche, yet they are vast.

“If you can make sure your brand is shared by other people, talked about by other people, that is how you can build trust and relevance. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The approach indicates dramatic transformations taking place in media consumption, with Gen Z and millennial audiences spending more time on social media platforms than television, magazines or radio.

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

Influencer Marketing Expansion

It also reflects a media convergence as large companies almost become production houses themselves, partnering with a multitude of digital creators to enhance their items.

An industry expert from a leading agency said: “Naturally, an exodus of attention from conventional channels and they are dedicating far more hours to digital video and image apps than they are watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the individuals they follow more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

This strategy is expanding. Promotional expenditure on influencer marketing is rising at quadruple the rate than the media industry overall. Stateside, it has more than doubled since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Even with this transformation, industry figures said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to shape the national conversation.

Sykes said: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”