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Originally found more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline may not seem like an clear candidate for digital platform algorithms.

Nonetheless, its ascent as a popular subject on TikTok has placed it at the forefront of an promotional upheaval, where major corporations are investing heavily in content creators and putting fewer resources into promoting products in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a byproduct of the drilling process. Currently, a wave of content from users have chronicled its broad application in “practical tricks”.

It has been touted as a solution for polishing footwear or making fragrance last longer, as well as a fix for noisy doorways. Users have even applied it to stop the scourge of crisp flavouring sticking to fingers.

Leveraging the Buzz

Detecting the product’s new life online, executives at the multinational amplified the hacks by tasking their in-house experts with verification and letting the content creators in on the results.

Claims that Vaseline reduced the burn from hot food on the lips were given the thumbs up. So too were ideas it could prolong perfume and rejuvenate purses. Suggestions it could whiten teeth or extend lashes were disproven.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has led decision-makers to ramp up funding for content creators.

This monitoring of online platforms to shape commercial tactics has been labeled “social listening”. The company's chief executive, newly named, has stated the intention is to spend a full fifty percent of its huge ad budget on platform-based material.

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 dampening the fun” was essential.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, back to when people were hanging out their laundry and discussing household products.

“We are witnessing a departure from a mass communication approach, where we would just broadcast out … Currently, it's countless discussions, many communities. The shift of the algorithms means that these audiences appear specific, however, they are large.

“If you can make sure your brand is shared by other people, recommended by peers, that is how you can build trust and relevance. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations happening in audience habits, with Gen Z and millennial audiences devoting greater hours to social media platforms than traditional TV, print, or radio.

The shift is reflected in drops in traditional media advertising. Within the United Kingdom, ad revenues for leading TV channels have declined by over six hundred million pounds in actual value since the end of the last decade.

Influencer Marketing Expansion

Additionally, it points to a media convergence as brands effectively act as media producers, linking up 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 away from some legacy media and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us consumers have more faith in suggestions from the personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over large-scale legacy ad buys, which also allows them to tweak their content more easily to test effectiveness.

The approach is growing. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than total media spending. In the US, it has over doubled since 2021 and is forecast to attain substantial figures in 2025.

Traditional Media's Continued Place

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to shape the national conversation.

She added: “Among the most effective advertising investments is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”