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First identified more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an obvious target for social media algorithms.

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an promotional upheaval, in which large companies are investing heavily in content creators and devoting less capital to 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 derivative of drilling. Today, a spree of content from users have documented the product’s widespread use in “practical tricks”.

Promoted as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for noisy doorways. Its use has even extended to stop the scourge of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and providing creators with the outcome data.

Assertions that it diminished the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could prolong perfume and rejuvenate purses. Suggestions it could brighten smiles or make eyelashes longer were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials 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 guide corporate planning has been termed “social listening”. The company's chief executive, newly named, has indicated the goal is to spend a full fifty percent of its huge ad budget on platform-based material.

Evolving With Audience Behavior

A leading Unilever executive, who is leading the online push, said the company was merely adjusting to novel methods of connecting with customers. She said engaging on social media “without killing the party” was paramount.

“What is the key to genuine brand integration? This remains our core objective 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, 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, that fosters reliability and pertinence. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The approach indicates dramatic transformations happening in audience habits, with younger consumers spending more time on social media platforms than legacy broadcast and print media.

This change is evidenced by declines in traditional media advertising. Across Britain, ad revenues for leading TV channels have fallen by more than £600m in real terms since 2019.

The Rise of the Creator Economy

It also reflects a media convergence as large companies almost become production houses themselves, partnering with hundreds of content creators to enhance their items.

Leon Harlow said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they are dedicating far more hours to digital video and image apps than they are watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the personalities they subscribe to over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by focusing on influencers over big traditional media campaigns, which also permits simpler message refinement to gauge performance.

Such methods are increasing. Promotional expenditure on influencer marketing is increasing four times faster than total media spending. In the US, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Even with this transformation, experts said they believed TV advertising still had a prominent role to play, as networks still held the capability to shape the national conversation.

Sykes said: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”