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Originally found more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline might not appear as an obvious target for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has thrust it into the lead of an advertising revolution, where major corporations are investing heavily in content creators and putting fewer resources into marketing items in conventional outlets.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a byproduct of the drilling process. Today, a spree of content from users have chronicled its broad application in “everyday tips”.

Promoted as a fix for dirty sneakers or making fragrance last longer, as well as a fix for squeaky doors. Its use has even extended to stop the scourge of chip seasoning clinging to fingers.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were validated. Similarly supported were ideas it could prolong perfume and revive leather bags. Claims that it would whiten teeth or extend lashes were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have dominated Unilever’s advertising drive. Yet this viral episode has helped convince executives to ramp up funding for content creators.

This observation of social channels to inform business strategy has been dubbed “social listening”. The company's chief executive, newly named, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

A leading Unilever executive, who is leading the online push, said the company was just evolving with contemporary approaches of reaching consumers. She said engaging on social media “without spoiling the atmosphere” was crucial.

“How can companies join discussions credibly? This remains our core objective as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a broadcast model, where we would just transmit messages … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these communities feel niche, but they’re not.

“Having your brand advocated by users, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Seismic Media Shift

This plan mirrors dramatic transformations occurring in how media is consumed, with younger consumers devoting greater hours to social media platforms than traditional TV, print, or radio.

The shift is reflected in falling revenues for traditional media advertising. Across Britain, commercial funding for major broadcasters have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

It also reflects a merging of functions as large companies almost become production houses themselves, collaborating with a multitude of digital creators to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and their time is increasingly on digital video and image apps 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 creators they engage with compared to commercial messages. That’s a consistent trend.”

He said brands could also save money by focusing on influencers over large-scale legacy ad buys, which also enables easier content adjustment to see what works.

The approach is growing. Promotional expenditure on influencer marketing is increasing four times faster than the broader media sector. Across the United States, it has more than doubled since 2021 and is projected to reach substantial figures in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, executives said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to frame public debate.

Sykes said: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”