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First identified more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline may not seem like an natural focus for digital platform algorithms.

However, its rise as a popular subject on TikTok 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 advertising goods in legacy broadcasters.

The Path from Petroleum to Platforms

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Today, a spree of content from users have chronicled its broad application in “life hacks”.

Promoted as a remedy for cleaning shoes or making fragrance last longer, along with a cure for noisy doorways. Its use has even extended to stop the scourge of chip seasoning clinging to fingers.

Leveraging the Buzz

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

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. So too were ideas it could prolong perfume and revive leather bags. Proposals that it might brighten smiles or extend lashes were refuted.

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 monitoring of online platforms to inform business strategy has been dubbed “social listening”. The company's chief executive, newly named, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Evolving With Audience Behavior

A leading Unilever executive, who is heading the digital initiative, said the company was simply adapting to new ways of engaging audiences. She said engaging on social media “without killing the party” 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 … Currently, it's countless discussions, diverse communities. Changes in digital feeds 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. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

This plan mirrors seismic changes occurring in how media is consumed, with the youth demographic devoting greater hours to apps like TikTok and Instagram than television, magazines or radio.

The shift is reflected in declines in traditional media advertising. Within the United Kingdom, commercial funding for leading TV channels have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a merging of functions as corporations essentially turn into content studios, linking up with hundreds of content creators to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers from conventional channels and they are dedicating far more hours to Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us consumers have more faith in suggestions from the personalities they subscribe to more than they trust ads. That’s a consistent trend.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also permits simpler message refinement to see what works.

Such methods are increasing. Advertising spending on digital creator partnerships is rising at quadruple the rate 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

Regardless of the massive shift, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

Sykes said: “A top-tier ROI marketing event is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”