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Originally found more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an natural focus for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an promotional upheaval, where major corporations are spending big on content creators and putting fewer resources into promoting products in traditional media.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a residue from oil extraction. Today, a spree of user-generated videos have recorded its extensive utilization in “practical tricks”.

Hailed as a solution for polishing footwear or making fragrance last longer, and also a remedy for noisy doorways. It has even been deployed to combat the nuisance of chip seasoning clinging to fingers.

Capitalising on the Conversation

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

Claims that Vaseline reduced the burn from hot food on the lips were given the thumbs up. So too were ideas it could extend fragrance and rejuvenate purses. Suggestions it could brighten smiles or extend lashes were disproven.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has persuaded leaders to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend a full fifty percent of its huge ad budget on platform-based material.

Shifting to Modern Engagement

A leading Unilever executive, 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 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.

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

“Ensuring your product is discussed by consumers, recommended by peers, that fosters reliability and pertinence. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects seismic changes occurring in how media is consumed, with the youth demographic devoting greater hours to social media platforms than television, magazines or radio.

This change is evidenced by drops in TV and print advertising. Within the United Kingdom, ad revenues for primary networks have fallen by more than £600m in real terms since 2019.

The Rise of the Creator Economy

This further signifies a media convergence as large companies almost become production houses themselves, partnering with numerous influencers to enhance their items.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they are dedicating far more hours to Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us audiences believe endorsements from the creators they engage with more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to test effectiveness.

The approach is growing. Promotional expenditure on the creator economy is rising at quadruple the rate than the media industry overall. Stateside, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

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

She added: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”