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Originally found over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an obvious target for digital platform algorithms.

Yet the brand’s emergence as a viral TikTok topic has positioned it at the vanguard of an marketing transformation, where major corporations are investing heavily in content creators and putting fewer resources into promoting products in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Currently, a wave of amateur-created clips have recorded its extensive utilization in “everyday tips”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, along with a cure for squeaky doors. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational enhanced the tricks 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. So too were ideas it could prolong perfume and restore leather handbags. Proposals that it might whiten teeth or make eyelashes longer were debunked.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have been the cornerstone of its marketing push. Yet this viral episode has helped convince executives to turbocharge spending on content creators.

This observation of social channels to guide corporate planning has been dubbed “social listening”. Unilever's CEO, freshly instated, has suggested it is aiming to spend a full fifty percent of its huge ad budget on social media content.

Evolving With Audience Behavior

Selina Sykes, who is leading the online push, said the company was merely adjusting to novel methods of connecting with customers. She said participating on platforms “without dampening the fun” was paramount.

“What is the key to genuine brand integration? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just transmit messages … Currently, it's countless discussions, many communities. The shift of the algorithms means that these groups seem specialized, however, they are large.

“Ensuring your product is discussed by consumers, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The strategy reflects dramatic transformations happening in audience habits, with younger consumers allocating more attention to digital networks than traditional TV, print, or radio.

This change is evidenced by declines in broadcast and newspaper ads. In the UK, advertising income for leading TV channels have fallen by more than £600m in real terms since 2019.

The Rise of the Creator Economy

It also reflects a blurring of media roles as large companies almost become production houses themselves, partnering with a multitude of digital creators to enhance their items.

Leon Harlow said: “Naturally, an exodus of attention from conventional channels and their time is increasingly on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us audiences believe endorsements from the creators they engage with more than they trust ads. This is a persistent pattern.”

He noted companies can reduce costs by targeting content creators over large-scale legacy ad buys, which also permits simpler message refinement to test effectiveness.

The approach is growing. Promotional expenditure on influencer marketing is growing fourfold quicker than total media spending. Across the United States, it has increased by over 100% since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Despite the huge changes, executives said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to frame public debate.

The executive noted: “A top-tier ROI marketing event is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”