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As a product discovered more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline may not seem like an obvious target for social media algorithms.

However, its rise as a popular subject on TikTok has thrust it into the lead of an promotional upheaval, where major corporations are investing heavily in content creators and putting fewer resources into advertising goods in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Today, a spree of amateur-created clips have documented the product’s widespread use in “everyday tips”.

It has been touted as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for creaky hinges. Its use has even extended to stop the scourge of snack dust adhering to hands.

Leveraging the Buzz

Spotting its digital renaissance, marketers at Unilever enhanced the tricks by asking their own scientists to test them and providing creators with the outcome data.

Claims that Vaseline reduced the burn from hot food on the lips were validated. This was also the case for ideas it could prolong perfume and revive leather bags. Proposals that it might whiten teeth or extend lashes were disproven.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have formed the bulk of its promotional efforts. Yet this viral episode has helped convince executives to ramp up funding for content creators.

This tracking of digital spaces to guide corporate planning has been labeled “social listening”. Unilever's CEO, freshly instated, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Evolving With Audience Behavior

The company's social media lead, who is leading the online push, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without killing the party” was paramount.

“What is the key to genuine brand integration? This remains our core objective as brands, back to when people were hanging out their laundry and talking about what they used.

“There’s this moving away from a broadcast model, where we would just send out ads … Now it’s many conversations, various groups. Changes in digital feeds means that these audiences appear specific, but they’re not.

“Ensuring your product is discussed by users, recommended by peers, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects profound shifts occurring in how media is consumed, with the youth demographic allocating more attention to apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by drops in TV and print advertising. In the UK, advertising income for leading TV channels have fallen by more than £600m in actual value since the end of the last decade.

The Rise of the Creator Economy

It also reflects a media convergence as large companies almost become production houses themselves, linking up with numerous influencers to enhance their items.

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 Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the creators they engage with over traditional advertisements. This is a persistent pattern.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to gauge performance.

This strategy is expanding. Marketing investment on the creator economy is increasing four times faster than total media spending. Stateside, it has more than doubled since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Despite the huge changes, industry figures said they believed TV advertising still had a prominent role to play, as networks still held the capability to shape the national conversation.

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’s about who’s capturing attention … I think there’s 100% a place for them.”