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First identified more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline might not appear as an natural focus for social media algorithms.

Nonetheless, its ascent as a viral TikTok topic has positioned it at the vanguard of an promotional upheaval, where major corporations are spending big on content creators and reducing expenditure on promoting products in conventional outlets.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers using on their skin with a byproduct of the drilling process. Now, a flood of content from users have recorded its extensive utilization in “practical tricks”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, as well as a fix for creaky hinges. It has even been deployed to stop the scourge of chip seasoning clinging to fingers.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational boosted the tips by asking their own scientists to test them and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. Similarly supported were ideas it could lengthen scent duration and revive leather bags. Proposals that it might whiten teeth or make eyelashes longer were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. Yet this viral episode has helped convince executives to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. Unilever's CEO, recently appointed, has stated the intention is to spend a full fifty percent of its huge ad budget on digital creator content.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without killing the party” was paramount.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, since the era of community gossip and talking about what they used.

“The trend is shifting from a mass communication approach, where we would just send out ads … Currently, it's countless discussions, diverse communities. The shift of the algorithms means that these groups seem specialized, but they’re not.

“If you can make sure your brand is shared by other people, recommended by peers, that fosters reliability and pertinence. Content makers are key. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects seismic changes taking place in media consumption, with younger consumers devoting greater hours to apps like TikTok and Instagram than television, magazines or radio.

The transition is visible in drops in broadcast and newspaper ads. Within the United Kingdom, advertising income for major broadcasters have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

This further signifies a media convergence as corporations essentially turn into content studios, linking up with hundreds of content creators to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers 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 consumers have more faith in suggestions from the creators they engage with compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to gauge performance.

The approach is growing. Marketing investment on influencer marketing is rising at quadruple the rate than total media spending. 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

Even with this transformation, experts said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to drive countrywide discourse.

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