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Originally found more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline could hardly be considered an natural focus for social media algorithms.

However, its rise as a TikTok talking point has positioned it at the vanguard of an advertising revolution, where major corporations are allocating substantial funds to content creators and devoting less capital to advertising goods in conventional outlets.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who saw laborers applying to their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have documented the product’s widespread use in “life hacks”.

It has been touted as a fix for dirty sneakers or making fragrance last longer, and also a remedy for creaky hinges. Its use has even extended to stop the scourge of crisp flavouring sticking to fingers.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation enhanced the tricks by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the burn from hot food on the lips were given the thumbs up. So too were ideas it could extend fragrance and rejuvenate purses. Suggestions it could bleach teeth or extend lashes were disproven.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to guide corporate planning has been labeled “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

A leading Unilever executive, who is spearheading the social media effort, said the company was merely adjusting to novel methods of engaging audiences. She said participating on platforms “without spoiling the atmosphere” was paramount.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a broadcast 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, yet they are vast.

“Having your brand advocated by users, mentioned by individuals, that fosters reliability and pertinence. Content makers are key. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The approach indicates dramatic transformations occurring in how media is consumed, with younger consumers devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

The transition is visible in falling revenues for TV and print advertising. In the UK, commercial funding for major broadcasters have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a blurring of media roles as corporations essentially turn into content studios, collaborating with a multitude of digital creators to enhance their items.

An industry expert from a leading agency said: “Naturally, an exodus of attention away from some legacy media and they’re spending a lot more time on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Many companies report to us audiences believe endorsements from the personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over large-scale legacy ad buys, which also enables easier content adjustment to gauge performance.

This strategy is expanding. Marketing investment on the creator economy is growing fourfold quicker than the broader media sector. In the US, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

TV's Lasting Role

Even with this transformation, executives said they believed broadcast ads retained significant importance to play, as networks still held the capability to drive countrywide discourse.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”