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Originally found more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline may not seem like an obvious target for social media algorithms.

However, its rise as a TikTok talking point has thrust it into the lead of an promotional upheaval, where major corporations are allocating substantial funds to content creators and devoting less capital to marketing items in legacy broadcasters.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers using on their skin with a residue from oil extraction. Currently, a wave of content from users have documented the product’s widespread use in “everyday tips”.

Hailed as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for noisy doorways. It has even been deployed to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational boosted the tips by having their research teams evaluate the claims and providing creators with the outcome data.

Assertions that it diminished the sting of chili on the mouth were given the thumbs up. This was also the case for ideas it could extend fragrance and rejuvenate purses. Claims that it would whiten teeth or make eyelashes longer were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This tracking of digital spaces to shape commercial tactics has been dubbed “social listening”. The company's chief executive, newly named, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was merely adjusting to novel methods of reaching consumers. She said interacting online “without spoiling the atmosphere” was paramount.

“How can companies join discussions credibly? This remains our core objective as brands, dating to when neighbors chatted over fences and talking about what they used.

“We are witnessing a departure from a mass communication approach, where we would just send out ads … Today, it's numerous dialogues, diverse communities. The evolution of platform algorithms means that these groups seem specialized, but they’re not.

“If you can make sure your brand is shared by users, talked about by other people, that fosters reliability and pertinence. Creators are critical to that. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects dramatic transformations happening in audience habits, with younger consumers allocating more attention to digital networks than television, magazines or radio.

The transition is visible in drops in traditional media advertising. Within the United Kingdom, ad revenues 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

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

An industry expert from a leading agency said: “Clearly, there is a migration of viewers away from some legacy media and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us audiences believe endorsements from the personalities they subscribe to over traditional advertisements. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also enables easier content adjustment to gauge performance.

This strategy is expanding. Promotional expenditure on influencer marketing is increasing four times faster than the broader media sector. Across the United States, it has more than doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Despite the huge changes, executives said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to frame public debate.

The executive noted: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”