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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 digital platform algorithms.

However, its rise as a TikTok talking point has positioned it at the vanguard of an advertising revolution, where major corporations are investing heavily in content creators and reducing expenditure on promoting products in traditional media.

The Path from Petroleum to Platforms

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have chronicled its broad application in “life hacks”.

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

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational amplified the hacks by tasking their in-house experts with verification and providing creators with the outcome data.

Claims that Vaseline reduced the sting of chili on the mouth were validated. This was also the case for ideas it could prolong perfume and restore leather handbags. Suggestions it could whiten teeth or make eyelashes longer were debunked.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have been the cornerstone of its marketing push. But the Vaseline phenomenon 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”. Unilever's CEO, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was simply adapting to new ways of engaging audiences. She said interacting online “without killing the party” was essential.

“How can companies join discussions credibly? This has perpetually been our aim as brands, back to when people were hanging out their laundry and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just send out ads … Now it’s many conversations, various groups. 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 consumers, recommended by peers, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Seismic Media Shift

This plan mirrors profound shifts occurring in how media is consumed, with the youth demographic devoting greater hours to digital networks than traditional TV, print, or radio.

This change is evidenced by drops in TV and print advertising. Within the United Kingdom, ad revenues for leading TV channels have declined by over six hundred million pounds in real terms since 2019.

Influencer Marketing Expansion

This further signifies a media convergence as brands effectively act as media producers, partnering with hundreds of content creators to boost their products.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us people trust recommendations from the individuals they follow more than they trust ads. This is a persistent pattern.”

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

The approach is growing. Marketing investment on the creator economy is growing fourfold quicker than total media spending. In the US, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to frame public debate.

Sykes said: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”