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Originally found over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline could hardly be considered an obvious target for digital platform algorithms.

However, its rise as a viral TikTok topic has positioned it at the vanguard of an advertising revolution, in which large companies are investing heavily in content creators and putting fewer resources into promoting products in conventional outlets.

A Journey from Drilling to Digital

Originally produced in the 1870s by chemist Robert Cheeseborough, who saw laborers rubbing their skin with a byproduct of the drilling process. Today, a spree of amateur-created clips have documented the product’s widespread use in “practical tricks”.

It has been touted as a remedy for cleaning shoes or extending perfume longevity, as well as a fix for creaky hinges. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational amplified the hacks by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the sensation of spicy food on lips were given the thumbs up. This was also the case for ideas it could prolong perfume and restore leather handbags. Proposals that it might whiten 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. However, this online trend has persuaded leaders to ramp up funding for content creators.

This observation of social channels to inform business strategy has been dubbed “social listening”. Fernando Fernández, freshly instated, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Shifting to Modern Engagement

A leading Unilever executive, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without dampening the fun” was paramount.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, since the era of community gossip and sharing usage tips.

“There’s this moving away from a mass communication approach, where we would just broadcast out … Today, it's numerous dialogues, diverse communities. Changes in digital feeds means that these groups seem specialized, but they’re not.

“Ensuring your product is discussed by users, talked about by other people, 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 happening in audience habits, with younger consumers devoting greater hours to social media platforms than traditional TV, print, or radio.

This change is evidenced by drops in traditional media advertising. In the UK, ad revenues for major broadcasters have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a media convergence as large companies almost become production houses themselves, partnering with hundreds of content creators to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences away from some legacy media and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. This is a persistent pattern.”

He noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also permits simpler message refinement to see what works.

The approach is growing. Advertising spending on digital creator partnerships is growing fourfold quicker than the broader media sector. In the US, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Even with this transformation, experts said they believed broadcast ads retained significant importance to play, as networks still held the capability to drive countrywide discourse.

Sykes said: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”