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First identified more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline may not seem like an natural focus for online content feeds.

Yet the brand’s emergence as a TikTok talking point has thrust it into the lead of an promotional upheaval, seeing big businesses investing heavily in content creators and devoting less capital to promoting products in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist 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 extending perfume longevity, as well as a fix for squeaky doors. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, marketers at Unilever boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. Similarly supported were ideas it could extend fragrance and restore leather handbags. Claims that it would bleach teeth or lengthen eyelashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials 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 observation of social channels to guide corporate planning has been labeled “social listening”. The company's chief executive, newly named, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Evolving With Audience Behavior

The company's social media lead, who is leading the online push, said the company was simply adapting to new ways of reaching consumers. She said participating on platforms “without dampening the fun” was essential.

“What is the key to genuine brand integration? This remains our core objective as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just broadcast out … Today, it's numerous dialogues, diverse communities. The evolution of platform algorithms means that these groups seem specialized, but they’re not.

“If you can make sure your brand is shared by users, mentioned by individuals, that fosters reliability and pertinence. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The strategy reflects dramatic transformations happening in audience habits, with Gen Z and millennial audiences devoting greater hours to social media platforms than television, magazines or radio.

The transition is visible in falling revenues for TV and print advertising. In the UK, advertising income for primary networks have declined by over six hundred million pounds in actual value since the end of the last decade.

The Rise of the Creator Economy

This further signifies a media convergence as corporations essentially turn into content studios, collaborating with numerous influencers to boost their products.

Leon Harlow said: “Naturally, an exodus of attention from conventional channels and they’re spending a lot more time on digital video and image apps than they are watching live TV or reading print.

“Many companies report to us people trust recommendations from the personalities they subscribe to more than they trust ads. It's an ongoing shift.”

He noted companies can reduce costs by investing in creators over big traditional media campaigns, which also permits simpler message refinement to gauge performance.

Such methods are increasing. Marketing investment on the creator economy is growing fourfold quicker than the broader media sector. Across the United States, it has over doubled 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 TV channels continued to possess the influence to frame public debate.

She added: “One of the highest return-on-investment media opportunities is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”