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First identified more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an natural focus for digital platform algorithms.

Nonetheless, its ascent as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, seeing big businesses investing heavily in content creators and reducing expenditure on promoting products in traditional media.

The Path from Petroleum to Platforms

Originally produced in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers using on their skin with a byproduct of the drilling process. Today, a spree of user-generated videos have documented the product’s widespread use in “everyday tips”.

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

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever enhanced the tricks by asking their own scientists to test them and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. Similarly supported were ideas it could extend fragrance and restore leather handbags. Claims that it would brighten smiles or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has led decision-makers to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. Fernando Fernández, recently appointed, 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 leading the online push, said the company was simply adapting to new ways of engaging audiences. She said interacting online “without killing the party” was paramount.

“What is the key to genuine brand integration? 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 broadcast model, where we would just transmit messages … Now it’s many conversations, various groups. 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, recommended by peers, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations happening in audience habits, with the youth demographic spending more time on social media platforms than traditional TV, print, or radio.

The transition is visible in falling revenues for TV and print advertising. In the UK, commercial funding for major broadcasters have fallen by more than £600m in inflation-adjusted 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 boost their products.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences from conventional channels and their time is increasingly on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Many companies report to us consumers have more faith in suggestions from the personalities they subscribe to more than they trust ads. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over large-scale legacy ad buys, which also permits simpler message refinement to see what works.

Such methods are increasing. Promotional expenditure on the creator economy is rising at quadruple the rate than total media spending. Across the United States, it has increased by over 100% 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 broadcasters retained the power to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”