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As a product discovered over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline could hardly be considered 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 promotional upheaval, seeing big businesses investing heavily in content creators and reducing expenditure on marketing items in traditional media.

The Path from Petroleum to Platforms

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a derivative of drilling. Today, a spree of content from users have chronicled its broad application in “life hacks”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for creaky hinges. Users have even applied it to combat the nuisance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Noticing its viral resurgence, marketers at Unilever amplified the hacks by tasking their in-house experts with verification and letting the content creators in on the results.

Assertions that it diminished the burn from hot food on the lips were given the thumbs up. So too were ideas it could extend fragrance and restore leather handbags. Claims that it would bleach teeth or extend lashes were refuted.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. However, this online trend has helped convince executives to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. The company's chief executive, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was just evolving with contemporary approaches of engaging audiences. She said participating on platforms “without spoiling the atmosphere” was essential.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a mass communication approach, where we would just send out ads … Today, it's numerous dialogues, many communities. Changes in digital feeds means that these audiences appear specific, yet they are vast.

“Having your brand advocated by users, mentioned by individuals, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The strategy reflects seismic changes happening in audience habits, with younger consumers spending more time on digital networks than television, magazines or radio.

This change is evidenced by declines in broadcast and newspaper ads. Within the United Kingdom, ad revenues for leading TV channels have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a blurring of media roles as large companies almost become production houses themselves, linking up with numerous influencers to boost their products.

An industry expert from a leading agency said: “Naturally, an exodus of attention out of certain traditional media outlets 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 creators they engage with over traditional advertisements. It's an ongoing shift.”

He added firms may also cut expenditures by focusing on influencers over expensive broadcast campaigns, which also allows them to tweak their content more easily to test effectiveness.

Such methods are increasing. Advertising spending on digital creator partnerships is growing fourfold quicker than the broader media sector. Across the United States, it has more than doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

The executive noted: “Among the most effective advertising investments is still the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”