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Originally found over 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline might not appear as an natural focus for social media algorithms.

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

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a byproduct of the drilling process. Now, a flood of content from users have chronicled its broad application in “practical tricks”.

Promoted as a solution for polishing footwear or extending perfume longevity, and also a remedy for squeaky doors. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Detecting the product’s new life online, marketers at Unilever enhanced the tricks by asking their own scientists to test them 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. Similarly supported were ideas it could prolong perfume and revive leather bags. Proposals that it might brighten smiles or extend lashes were debunked.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has helped convince executives to dramatically increase investment in content creators.

This observation of social channels to inform business strategy has been labeled “social listening”. The company's chief executive, newly named, has suggested it is aiming to spend a full fifty percent of its huge ad budget on social media content.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was simply adapting to new ways of engaging audiences. She said engaging on social media “without spoiling the atmosphere” was crucial.

“How can companies join discussions credibly? This remains our core objective as brands, back to when people were hanging out their laundry and sharing usage tips.

“The trend is shifting from a broadcast model, where we would just send out ads … Now it’s many conversations, diverse communities. The shift of the algorithms means that these groups seem specialized, yet they are vast.

“If you can make sure your brand is shared by users, talked about by other people, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The strategy reflects seismic changes occurring in how media is consumed, with younger consumers spending more time on digital networks than television, magazines or radio.

The transition is visible in falling revenues for traditional media advertising. In the UK, commercial funding for primary networks have fallen by more than £600m in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a merging of functions as large companies almost become production houses themselves, linking up with a multitude of digital creators to enhance their items.

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 watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the personalities they subscribe to compared to commercial messages. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also enables easier content adjustment to see what works.

Such methods are increasing. Marketing investment on the creator economy is growing fourfold quicker than total media spending. In the US, it has more than doubled since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, executives said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to drive countrywide discourse.

Sykes said: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”