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Originally found more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline might not appear as an obvious target for social media algorithms.

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

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers using on their skin with a byproduct of the drilling process. Today, a spree of amateur-created clips have documented the product’s widespread use in “everyday tips”.

Promoted as a solution for polishing footwear or making fragrance last longer, and also a remedy for creaky hinges. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

Noticing its viral resurgence, executives at the multinational boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Assertions that it diminished the sensation of spicy food on lips were given the thumbs up. This was also the case for ideas it could extend fragrance and revive leather bags. Proposals that it might brighten smiles or lengthen eyelashes were disproven.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has helped convince executives to ramp up funding for content creators.

This tracking of digital spaces to guide corporate planning has been labeled “social listening”. Unilever's CEO, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was merely adjusting to novel methods of engaging audiences. She said interacting online “without dampening the fun” was crucial.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry 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 communities feel niche, but they’re not.

“If you can make sure your brand is shared by users, talked about by other people, that fosters reliability and pertinence. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

This plan mirrors dramatic transformations occurring in how media is consumed, with younger consumers devoting greater hours to social media platforms than legacy broadcast and print media.

The shift is reflected in drops in traditional media advertising. In the UK, commercial funding 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

This further signifies a blurring of media roles as brands effectively act as media producers, partnering with numerous influencers to enhance their items.

Leon Harlow said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they are dedicating far more hours to digital video and image apps than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us audiences believe endorsements from the personalities they subscribe to compared to commercial messages. It's an ongoing shift.”

He said brands could also save money by targeting content creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to see what works.

The approach is growing. Marketing investment on digital creator partnerships is increasing four times faster than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is projected to reach multi-billion dollar sums in 2025.

TV's Lasting Role

Despite the huge changes, industry figures said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to shape the national conversation.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I think there’s 100% a place for them.”