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Originally found more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an clear candidate for social media algorithms.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an advertising revolution, in which large companies are investing heavily in content creators and reducing expenditure on marketing items in traditional media.

The Path from Petroleum to Platforms

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a derivative of drilling. Currently, a wave of amateur-created clips have documented the product’s widespread use in “life hacks”.

It has been touted as a solution for polishing footwear or extending perfume longevity, as well as a fix for squeaky doors. Its use has even extended to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever amplified the hacks by asking their own scientists to test them and letting the content creators in on the results.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. So too were ideas it could prolong perfume and restore leather handbags. Proposals that it might whiten teeth or make eyelashes longer were refuted.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has helped convince executives to turbocharge spending on content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. Fernando Fernández, freshly instated, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Shifting to Modern Engagement

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without dampening the fun” was essential.

“How can companies join discussions credibly? This remains our core objective as brands, back to when people were hanging out their laundry and sharing usage tips.

“The trend is shifting from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, diverse communities. The evolution of platform algorithms means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by consumers, recommended by peers, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The strategy reflects dramatic transformations occurring in how media is consumed, with younger consumers devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by drops in broadcast and newspaper ads. In the UK, ad revenues for major broadcasters have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a merging of functions as large companies almost become production houses themselves, collaborating with hundreds of content creators to promote their goods.

An industry expert from a leading agency said: “Naturally, an exodus of attention out of certain traditional media outlets and their time is increasingly on digital video and image apps than they are watching live TV or reading print.

“A lot of brands are telling us consumers have more faith in suggestions from the creators they engage with compared to commercial messages. This is a persistent pattern.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also enables easier content adjustment to see what works.

The approach is growing. Advertising spending on digital creator partnerships is increasing four times faster than the broader media sector. Stateside, it has over doubled since 2021 and is projected to reach substantial figures in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as networks still held the capability to frame public debate.

The executive noted: “Among the most effective advertising investments is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”