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Originally found more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline could hardly be considered an obvious target for digital platform algorithms.

However, its rise as a viral TikTok topic has placed it at the forefront of an advertising revolution, in which large companies are spending big on content creators and reducing expenditure on advertising goods in legacy broadcasters.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a byproduct of the drilling process. Currently, a wave of content from users have chronicled its broad application in “everyday tips”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for squeaky doors. It has even been deployed to combat the nuisance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Spotting its digital renaissance, marketers at Unilever amplified the hacks by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. Similarly supported were ideas it could extend fragrance and restore leather handbags. Proposals that it might whiten teeth or make eyelashes longer were disproven.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have been the cornerstone of its marketing push. Yet this viral episode has helped convince executives to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. The company's chief executive, 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 participating on platforms “without killing the party” was crucial.

“What is the key to genuine brand integration? This remains our core objective as brands, back to when people were hanging out their laundry and sharing usage tips.

“There’s this moving away from a broadcast model, where we would just transmit messages … Today, it's numerous dialogues, diverse communities. Changes in digital feeds means that these groups seem specialized, but they’re not.

“If you can make sure your brand is shared by consumers, mentioned by individuals, this builds credibility and connection. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects seismic changes happening in audience habits, with younger consumers devoting greater hours to apps like TikTok and Instagram than television, magazines or radio.

The transition is visible in drops in traditional media advertising. Within the United Kingdom, commercial funding for leading TV channels have declined by over six hundred million pounds in real terms since 2019.

The Creator Economy Boom

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

An industry expert from a leading agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets 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.

“Many companies report to us audiences believe endorsements from the personalities they subscribe to compared to commercial messages. It's an ongoing shift.”

He added firms may also cut expenditures by investing in creators over big traditional media campaigns, which also enables easier content adjustment to gauge performance.

This strategy is expanding. Advertising spending on influencer marketing is increasing four times faster than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, industry figures said they believed broadcast ads retained significant importance to play, as networks still held the capability to shape the national conversation.

She added: “Among the most effective advertising investments is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”