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Originally found over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an clear candidate for digital platform algorithms.

Yet the brand’s emergence as a popular subject on TikTok has positioned it at the vanguard of an promotional upheaval, where major corporations are allocating substantial funds to content creators and putting fewer resources into promoting products in traditional media.

The Path from Petroleum to Platforms

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers using on their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have recorded its extensive utilization in “practical tricks”.

Promoted as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for creaky hinges. Users have even applied it to combat the nuisance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, marketers at Unilever amplified the hacks by asking their own scientists to test them and letting the content creators in on the results.

Claims that Vaseline reduced the burn from hot food on the lips were confirmed. So too were ideas it could extend fragrance and restore leather handbags. Claims that it would bleach teeth or make eyelashes longer were disproven.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have formed the bulk of its promotional efforts. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This tracking of digital spaces to inform business strategy has been labeled “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said engaging on social media “without dampening the fun” was crucial.

“How can companies join discussions credibly? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and talking about what they used.

“We are witnessing a departure from a broadcast model, where we would just broadcast out … Now it’s many conversations, various groups. The shift of the algorithms means that these audiences appear specific, yet they are vast.

“Ensuring your product is discussed by users, talked about by other people, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects dramatic transformations happening in audience habits, with the youth demographic allocating more attention to apps like TikTok and Instagram than legacy broadcast and print media.

The transition is visible in declines in broadcast and newspaper ads. In the UK, ad revenues for primary networks 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, linking up with hundreds of content creators to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences away from some legacy media and they are dedicating far more hours to Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us people trust recommendations from the personalities they subscribe to over traditional advertisements. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

The approach is growing. Advertising spending on influencer marketing is increasing four times faster than total media spending. In the US, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to shape the national conversation.

Sykes said: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”