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Originally found more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an obvious target for digital platform algorithms.

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

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers rubbing their skin with a residue from oil extraction. Now, a flood of content from users have recorded its extensive utilization in “practical tricks”.

It has been touted as a solution for polishing footwear or extending perfume longevity, along with a cure for creaky hinges. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the burn from hot food on the lips were confirmed. Similarly supported were ideas it could lengthen scent duration and restore leather handbags. Claims that it would whiten teeth or lengthen eyelashes were debunked.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has helped convince executives to ramp up funding for content creators.

This tracking of digital spaces to inform business strategy has been dubbed “social listening”. The company's chief executive, recently appointed, 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 connecting with customers. She said engaging on social media “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, 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 broadcast out … Today, it's numerous dialogues, many communities. The evolution of platform algorithms means that these audiences appear specific, but they’re not.

“Ensuring your product is discussed by users, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations occurring in how media is consumed, with the youth demographic allocating more attention to digital networks than legacy broadcast and print media.

This change is evidenced by falling revenues for TV and print advertising. Across Britain, advertising income for leading TV channels have fallen by more than £600m in actual value since the end of the last decade.

The Creator Economy Boom

Additionally, it points to a media convergence as corporations essentially turn into content studios, partnering with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us audiences believe endorsements from the creators they engage with more than they trust ads. That’s a consistent trend.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

Such methods are increasing. Promotional expenditure on influencer marketing is growing fourfold quicker than total media spending. Stateside, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, executives said they believed television commercials still played a key part to play, as networks still held the capability to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”