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Originally found over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline could hardly be considered an natural focus for digital platform algorithms.

However, its rise as a viral TikTok topic has positioned it at the vanguard of an advertising revolution, where major corporations are spending big on content creators and putting fewer resources into promoting products in conventional outlets.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers using on their skin with a residue from oil extraction. Now, a flood of user-generated videos have recorded its extensive utilization in “practical tricks”.

Hailed as a solution for polishing footwear or extending perfume longevity, as well as a fix for creaky hinges. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were given the thumbs up. This was also the case for ideas it could lengthen scent duration and revive leather bags. Proposals that it might brighten smiles or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has helped convince executives to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is heading the digital initiative, said the company was just evolving with contemporary approaches of engaging audiences. She said interacting online “without killing the party” was crucial.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and talking about what they used.

“The trend is shifting from a one-to-many model, where we would just broadcast out … Today, it's numerous dialogues, many communities. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“Having your brand advocated by users, mentioned by individuals, that fosters reliability and pertinence. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The strategy reflects dramatic transformations happening in audience habits, with younger consumers devoting greater hours to digital networks than television, magazines or radio.

The shift is reflected in declines in traditional media advertising. Across Britain, ad revenues for primary networks have declined by over six hundred million pounds in real terms since 2019.

Influencer Marketing Expansion

This further signifies a media convergence as large companies almost become production houses themselves, partnering with a multitude of digital creators to promote their goods.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels and they’re spending a lot more time on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us people trust recommendations from the individuals they follow more than they trust ads. It's an ongoing shift.”

He said brands could also save money by targeting content creators over big traditional media campaigns, which also permits simpler message refinement to test effectiveness.

This strategy is expanding. Marketing investment on influencer marketing is increasing four times faster than the broader media sector. Across the United States, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as networks still held the capability to drive countrywide discourse.

The executive noted: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”