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Originally found 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.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an promotional upheaval, where major corporations are investing heavily in content creators and devoting less capital to marketing items in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Now, a flood of user-generated videos have recorded its extensive utilization in “everyday tips”.

It has been touted as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for noisy doorways. Its use has even extended to stop the scourge of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, marketers at Unilever amplified the hacks by tasking their in-house experts with verification and providing creators with the outcome data.

Claims that Vaseline reduced the sensation of spicy food on lips were given the thumbs up. This was also the case for ideas it could lengthen scent duration and revive leather bags. Claims that it would whiten teeth or make eyelashes longer were refuted.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. However, this online trend has helped convince executives to ramp up funding for content creators.

This tracking of digital spaces to guide corporate planning has been dubbed “social listening”. The company's chief executive, freshly instated, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Evolving With Audience Behavior

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said interacting online “without dampening the fun” was essential.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, back to when people were hanging out their laundry and discussing household products.

“The trend is shifting from a one-to-many model, where we would just transmit messages … Today, it's numerous dialogues, various groups. Changes in digital feeds means that these audiences appear specific, however, they are large.

“Having your brand advocated by users, talked about by other people, that is how you can build trust and relevance. Creators are critical to that. We’re really scaling this advocacy model.”

A Seismic Media Shift

The strategy reflects dramatic transformations happening in audience habits, with the youth demographic devoting greater hours to digital networks than traditional TV, print, or radio.

The shift is reflected in drops in broadcast and newspaper ads. In the UK, commercial funding for leading TV channels have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a media convergence as large companies almost become production houses themselves, linking up with hundreds of content creators to enhance their items.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us people trust recommendations from the creators they engage with compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over big traditional media campaigns, which also allows them to tweak their content more easily to test effectiveness.

This strategy is expanding. Promotional expenditure on influencer marketing is increasing four times faster than total media spending. In the US, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, executives said they believed television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”