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First identified more than 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline might not appear as an natural focus for digital platform algorithms.

Yet the brand’s emergence as a viral TikTok topic has thrust it into the lead of an advertising revolution, where major corporations are investing heavily in content creators and reducing expenditure on advertising goods in legacy broadcasters.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers using on their skin with a byproduct of the drilling process. Currently, a wave of amateur-created clips have recorded its extensive utilization in “everyday tips”.

It has been touted as a fix for dirty sneakers or extending perfume longevity, along with a cure for noisy doorways. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational enhanced the tricks by tasking their in-house experts with verification and providing creators with the outcome data.

Claims that Vaseline reduced the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and restore leather handbags. Claims that it would bleach teeth or make eyelashes longer were disproven.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to guide corporate planning has been termed “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

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 participating on platforms “without spoiling the atmosphere” was essential.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“There’s this moving away from a broadcast model, where we would just transmit messages … Now it’s many conversations, diverse communities. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“Having your brand advocated by users, recommended by peers, that fosters reliability and pertinence. Influencers are vital for this. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects profound shifts happening in audience habits, with Gen Z and millennial audiences devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

The transition is visible in declines in broadcast and newspaper ads. In the UK, commercial funding for major broadcasters have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Creator Economy Boom

This further signifies a merging of functions as large companies almost become production houses themselves, partnering with numerous influencers to promote their goods.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers away from some legacy media and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the personalities they subscribe to more than they trust ads. That’s a consistent trend.”

He said brands could also save money by focusing on influencers over large-scale legacy ad buys, which also enables easier content adjustment to test effectiveness.

The approach is growing. Marketing investment on digital creator partnerships is increasing four times faster than the broader media sector. In the US, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

Even with this transformation, industry figures said they believed television commercials still played a key part to play, as networks still held the capability to shape the national conversation.

She added: “Among the most effective advertising investments is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”