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Originally found over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an natural focus for digital platform algorithms.

Nonetheless, its ascent as a popular subject on TikTok has thrust it into the lead of an advertising revolution, in which large companies are allocating substantial funds to content creators and devoting less capital to advertising goods in traditional media.

The Path from Petroleum to Platforms

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a byproduct of the drilling process. Currently, a wave of user-generated videos have chronicled its broad application in “everyday tips”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, along with a cure for noisy doorways. It has even been deployed to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Detecting the product’s new life online, marketers at Unilever 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 validated. This was also the case for ideas it could lengthen scent duration and restore leather handbags. Claims that it would bleach teeth or make eyelashes longer were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend a full fifty percent of its huge ad budget on social media content.

Adapting to New Consumer Habits

A leading Unilever executive, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of connecting with customers. She said engaging on social media “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a mass communication approach, where we would just broadcast out … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these audiences appear specific, however, they are large.

“If you can make sure your brand is shared by consumers, mentioned by individuals, this builds credibility and connection. Creators are critical to that. 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 devoting greater hours to digital networks than legacy broadcast and print media.

The transition is visible in drops in broadcast and newspaper ads. Across Britain, ad revenues for primary networks have declined by over six hundred million pounds in actual value since the end of the last decade.

Influencer Marketing Expansion

This further signifies a media convergence as large companies almost become production houses themselves, collaborating with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they are dedicating far more hours to digital video and image apps than they are consuming linear broadcasts or printed matter.

“Many companies report to us people trust recommendations from the individuals they follow more than they trust ads. It's an ongoing shift.”

He said brands could also save money by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to gauge performance.

The approach is growing. Advertising spending on digital creator partnerships is growing fourfold quicker than the media industry overall. In the US, it has more than doubled since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

She added: “A top-tier ROI marketing event is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”