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Originally found over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline may not seem like an natural focus for online content feeds.

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an promotional upheaval, seeing big businesses spending big on content creators and putting fewer resources into promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Currently, a wave of amateur-created clips have recorded its extensive utilization in “everyday tips”.

It has been touted as a solution for polishing footwear or making fragrance last longer, along with a cure for squeaky doors. Its use has even extended to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, strategists within the corporation boosted the tips by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could extend fragrance and restore leather handbags. Proposals that it might brighten smiles or lengthen eyelashes were debunked.

The ‘Social Listening’ Strategy

Billboards and TV ads 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 termed “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Evolving With Audience Behavior

A leading Unilever executive, who is spearheading the social media effort, said the company was simply adapting to new ways of engaging audiences. She said engaging on social media “without dampening the fun” was crucial.

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and discussing household products.

“We are witnessing a departure from a mass communication approach, where we would just send out ads … Today, it's numerous dialogues, diverse communities. Changes in digital feeds means that these audiences appear specific, however, they are large.

“Having your brand advocated 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

This plan mirrors dramatic transformations happening in audience habits, with the youth demographic devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by drops in TV and print advertising. In the UK, ad revenues for leading TV channels have declined by over six hundred million pounds in real terms since 2019.

The Creator Economy Boom

It also reflects a media convergence as corporations essentially turn into content studios, linking up with hundreds of content creators to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. This is a persistent pattern.”

He said brands could also save money by investing in creators over big traditional media campaigns, which also enables easier content adjustment 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 tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed broadcast ads retained significant importance 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 a matter of networks declaring: ‘Our relevance has faded.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”