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First identified over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an clear candidate for digital platform algorithms.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an marketing transformation, in which large companies are spending big on content creators and devoting less capital to promoting products in traditional media.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a derivative of drilling. Today, a spree of user-generated videos have documented the product’s widespread use in “life hacks”.

Promoted as a solution for polishing footwear or extending perfume longevity, and also a remedy for creaky hinges. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the sting of chili on the mouth were validated. So too were ideas it could prolong perfume and restore leather handbags. Suggestions it could whiten teeth or make eyelashes longer were debunked.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This monitoring of online platforms to guide corporate planning has been labeled “social listening”. Fernando Fernández, newly named, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was just evolving with contemporary approaches of reaching consumers. She said engaging on social media “without killing the party” was essential.

“How do brands authentically become part of the conversation? This remains our core objective as brands, since the era of community gossip and discussing household products.

“The trend is shifting from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, various groups. Changes in digital feeds means that these groups seem specialized, but they’re not.

“If you can make sure your brand is shared by other people, talked about by other people, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors profound shifts occurring in how media is consumed, with younger consumers spending more time on digital networks than television, magazines or radio.

The shift is reflected in drops in broadcast and newspaper ads. In the UK, advertising income for primary networks have declined by over six hundred million pounds in actual value since the end of the last decade.

The Creator Economy Boom

It also reflects a media convergence as brands effectively act as media producers, collaborating with a multitude of digital creators to promote their goods.

An industry expert from a leading agency said: “Naturally, an exodus of attention from conventional channels and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us people trust recommendations from the creators they engage with compared to commercial messages. That’s a consistent trend.”

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

The approach is growing. Marketing investment on the creator economy is growing fourfold quicker than total media spending. Stateside, it has more than doubled since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

Even with this transformation, experts said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to frame public debate.

The executive noted: “A top-tier ROI marketing event is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”