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First identified more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an obvious target for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has positioned it at the vanguard of an advertising revolution, seeing big businesses investing heavily in content creators and reducing expenditure on promoting products in conventional outlets.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by scientist Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Currently, a wave of user-generated videos have documented the product’s widespread use in “life hacks”.

Hailed as a remedy for cleaning shoes or making fragrance last longer, and also a remedy for noisy doorways. Its use has even extended to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational amplified the hacks by asking their own scientists to test them and sharing the findings with influencers.

Claims that Vaseline reduced the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could prolong perfume and revive leather bags. Claims that it would bleach teeth or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This monitoring of online platforms to inform business strategy has been labeled “social listening”. The company's chief executive, freshly instated, has suggested it is aiming to spend a full fifty percent of its huge ad budget on digital creator content.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without spoiling the atmosphere” was essential.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just send out ads … Currently, it's countless discussions, many communities. The shift of the algorithms means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by consumers, talked about by other people, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

This plan mirrors profound shifts happening in audience habits, with younger consumers devoting greater hours to apps like TikTok and Instagram than television, magazines or radio.

The transition is visible in drops in traditional media advertising. Across Britain, ad revenues for leading TV channels have declined by over six hundred million pounds in actual value since the end of the last decade.

The Creator Economy Boom

Additionally, it points to a media convergence as large companies almost become production houses themselves, linking up with a multitude of digital creators to enhance their items.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels 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 personalities they subscribe to compared to commercial messages. That’s a consistent trend.”

He added firms may also cut expenditures by targeting content creators over large-scale legacy ad buys, which also permits simpler message refinement to test effectiveness.

The approach is growing. Promotional expenditure on influencer marketing is growing fourfold quicker than the broader media sector. Stateside, it has over doubled since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Even with this transformation, executives said they believed television commercials still played a key part to play, as broadcasters retained the power to drive countrywide discourse.

The executive noted: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”