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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an natural focus for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an promotional upheaval, where major corporations are spending big on content creators and devoting less capital to marketing items in traditional media.

From Oil Rigs to Online Hacks

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

Hailed as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for noisy doorways. Users have even applied it to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, strategists within the corporation boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Assertions that it diminished the sting of chili on the mouth were given the thumbs up. This was also the case for ideas it could prolong perfume and revive leather bags. Suggestions it could whiten teeth or make eyelashes longer were refuted.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials 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 guide corporate planning has been termed “social listening”. The company's chief executive, newly named, has indicated the goal is to spend a full fifty percent of its huge ad budget on digital creator content.

Evolving With Audience Behavior

A leading Unilever executive, who is heading the digital initiative, said the company was simply adapting to new ways of engaging audiences. She said interacting online “without killing the party” was paramount.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just send out ads … Today, it's numerous dialogues, diverse communities. Changes in digital feeds means that these communities feel niche, however, they are large.

“Ensuring your product is discussed by users, talked about by other people, that fosters reliability and pertinence. Influencers are vital for this. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The strategy reflects dramatic transformations happening in audience habits, with younger consumers allocating more attention to digital networks than traditional TV, print, or radio.

The shift is reflected in declines in traditional media advertising. Across Britain, advertising income for primary networks have dropped substantially in real terms since 2019.

The Creator Economy Boom

This further signifies a merging of functions as large companies almost become production houses themselves, linking up with numerous influencers to boost their products.

Leon Harlow said: “Obviously there’s a flow of audiences away from some legacy media and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

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

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

This strategy is expanding. Advertising spending on influencer marketing is increasing four times faster than the broader media sector. In the US, it has over doubled since 2021 and is projected to reach tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, executives said they believed broadcast ads retained significant importance to play, as networks still held the capability to drive countrywide discourse.

Sykes said: “A top-tier ROI marketing event is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”