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Originally found over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline may not seem like an obvious target for digital platform algorithms.

However, its rise as a viral TikTok topic has positioned it at the vanguard of an advertising revolution, in which large companies are allocating substantial funds to content creators and putting fewer resources into marketing items in conventional outlets.

From Oil Rigs to Online Hacks

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

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for noisy doorways. Users have even applied it to prevent the annoyance of snack dust adhering to hands.

Capitalising on the Conversation

Spotting its digital renaissance, marketers at Unilever enhanced the tricks by tasking their in-house experts with verification and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were confirmed. So too were ideas it could extend fragrance and restore leather handbags. Proposals that it might brighten smiles or lengthen eyelashes were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has helped convince executives to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been dubbed “social listening”. The company's chief executive, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Evolving With Audience Behavior

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 interacting online “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? This remains our core objective as brands, dating to when neighbors chatted over fences and sharing usage tips.

“There’s this moving away from a mass communication approach, where we would just send out ads … Now it’s many conversations, 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 users, talked about by other people, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

The approach indicates dramatic transformations taking place in media consumption, with the youth demographic spending more time on social media platforms than legacy broadcast and print media.

The shift is reflected in falling revenues for traditional media advertising. Within the United Kingdom, commercial funding for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

The Creator Economy Boom

Additionally, it points to a merging of functions as brands effectively act as media producers, linking up with a multitude of digital creators to enhance their items.

Leon Harlow said: “Naturally, an exodus of attention away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the individuals they follow more than they trust ads. 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.

This strategy is expanding. Marketing investment on influencer marketing is rising at quadruple the rate than the media industry overall. Across the United States, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, experts said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to shape the national conversation.

Sykes said: “Among the most effective advertising investments is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”