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As a product discovered over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline might not appear as an obvious target for social media algorithms.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an promotional upheaval, in which large companies are investing heavily in content creators and reducing expenditure on promoting products in conventional outlets.

A Journey from Drilling to Digital

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a byproduct of the drilling process. Currently, a wave of user-generated videos have chronicled its broad application in “practical tricks”.

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

Leveraging the Buzz

Spotting its digital renaissance, marketers at Unilever amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the sensation of spicy food on lips were confirmed. This was also the case for ideas it could extend fragrance and revive leather bags. Proposals that it might brighten smiles or extend lashes 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 persuaded leaders to dramatically increase investment in content creators.

This monitoring of online platforms to guide corporate planning has been labeled “social listening”. Unilever's CEO, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Evolving With Audience Behavior

A leading Unilever executive, who is spearheading the social media effort, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was essential.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and talking about what they used.

“We are witnessing a departure from a broadcast model, where we would just transmit messages … Now it’s many conversations, diverse communities. The evolution of platform algorithms means that these audiences appear specific, however, they are large.

“Having your brand advocated by users, mentioned by individuals, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

The approach indicates dramatic transformations occurring in how media is consumed, with Gen Z and millennial audiences devoting greater hours to apps like TikTok and Instagram than legacy broadcast and print media.

This change is evidenced by declines in traditional media advertising. In the UK, commercial funding for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

Influencer Marketing Expansion

This further signifies a merging of functions as large companies almost become production houses themselves, collaborating with a multitude of digital creators to promote their goods.

Leon Harlow 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 watching live TV or reading print.

“Numerous corporations inform us people trust recommendations from the creators they engage with over traditional advertisements. It's an ongoing shift.”

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

This strategy is expanding. Promotional expenditure on the creator economy is rising at quadruple the rate than the broader media sector. Across the United States, it has more than doubled since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, industry figures 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: “A top-tier ROI marketing event is still major broadcast spectacles. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”