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Originally found more than 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline may not seem like an natural focus for social media algorithms.

Nonetheless, its ascent as a popular subject on TikTok has thrust it into the lead of an promotional upheaval, seeing big businesses spending big on content creators and devoting less capital to marketing items in conventional outlets.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a residue from oil extraction. Now, a flood of user-generated videos have chronicled its broad application in “everyday tips”.

It has been touted as a solution for polishing footwear or extending perfume longevity, along with a cure for squeaky doors. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, strategists within the corporation amplified the hacks by tasking their in-house experts with verification and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were confirmed. Similarly supported were ideas it could prolong perfume and restore leather handbags. Suggestions it could whiten teeth or lengthen eyelashes were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has helped convince executives to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

A leading Unilever executive, who is heading the digital initiative, said the company was just evolving with contemporary approaches of connecting with customers. She said interacting online “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and discussing household products.

“The trend is shifting from a mass communication approach, where we would just send out ads … Now it’s many conversations, diverse communities. The shift of the algorithms means that these communities feel niche, but they’re not.

“If you can make sure your brand is shared by consumers, mentioned by individuals, that fosters reliability and pertinence. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

This plan mirrors profound shifts occurring in how media is consumed, with the youth demographic allocating more attention to social media platforms than traditional TV, print, or radio.

The transition is visible in drops in traditional media advertising. Across Britain, commercial funding for leading TV channels have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a merging of functions as large companies almost become production houses themselves, collaborating with numerous influencers to promote their goods.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers from conventional channels and they are dedicating far more hours to Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us audiences believe endorsements from the personalities they subscribe to more than they trust ads. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also enables easier content adjustment to see what works.

The approach is growing. Advertising spending on digital creator partnerships is increasing four times faster than total media spending. Stateside, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to frame public debate.

Sykes said: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”