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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an obvious target for online content feeds.

However, its rise as a TikTok talking point has positioned it at the vanguard of an promotional upheaval, where major corporations are spending big on content creators and reducing expenditure on advertising goods in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who saw laborers applying to their skin with a residue from oil extraction. Now, a flood of user-generated videos have documented the product’s widespread use in “everyday tips”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, along with a cure for noisy doorways. Its use has even extended to stop the scourge of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, marketers at Unilever boosted the tips by tasking their in-house experts with verification and letting the content creators in on the results.

Claims that Vaseline reduced the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Proposals that it might brighten smiles or extend lashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has led decision-makers to ramp up funding for content creators.

This monitoring of online platforms to guide corporate planning has been labeled “social listening”. The company's chief executive, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator 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 dampening the fun” was paramount.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just broadcast out … Currently, it's countless discussions, many communities. The shift of the algorithms means that these groups seem specialized, yet they are vast.

“If you can make sure your brand is shared by other people, mentioned by individuals, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Seismic Media Shift

The approach indicates seismic changes occurring in how media is consumed, with the youth demographic allocating more attention to social media platforms than legacy broadcast and print media.

The shift is reflected in falling revenues for traditional media advertising. In the UK, commercial funding for leading TV channels have fallen by more than £600m in actual value since the end of the last decade.

Influencer Marketing Expansion

It also reflects a media convergence as large companies almost become production houses themselves, linking up with a multitude of digital creators to boost their products.

Leon Harlow said: “Naturally, an exodus of attention out of certain traditional media outlets and they are dedicating far more hours to 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. It's an ongoing shift.”

He said brands could also save money by focusing on influencers over large-scale legacy ad buys, which also permits simpler message refinement to gauge performance.

Such methods are increasing. Advertising spending on influencer marketing is increasing four times faster than the broader media sector. Stateside, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Regardless of the massive shift, executives said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to drive countrywide discourse.

The executive noted: “Among the most effective advertising investments is still the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”