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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 digital platform algorithms.

Nonetheless, its ascent as a viral TikTok topic has thrust it into the lead of an marketing transformation, where major corporations are spending big on content creators and reducing expenditure on advertising goods in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who saw laborers applying to their skin with a residue from oil extraction. Today, a spree 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, along with a cure for noisy doorways. Its use has even extended to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. This was also the case for ideas it could extend fragrance and revive leather bags. Suggestions it could whiten teeth or extend lashes were disproven.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This tracking of digital spaces to guide corporate planning has been dubbed “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Evolving With Audience Behavior

Selina Sykes, who is spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without dampening the fun” was crucial.

“How can companies join discussions credibly? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just broadcast out … Today, it's numerous dialogues, diverse communities. The shift of the algorithms means that these communities feel niche, however, they are large.

“If you can make sure your brand is shared by consumers, mentioned by individuals, that fosters reliability and pertinence. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations taking place in media consumption, with Gen Z and millennial audiences allocating more attention to digital networks than television, magazines or radio.

The transition is visible in falling revenues for broadcast and newspaper ads. In the UK, commercial funding for primary networks have fallen by more than £600m in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a blurring of media roles as large companies almost become production houses themselves, collaborating with hundreds of content creators to enhance their items.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us audiences believe endorsements from the personalities they subscribe to more than they trust ads. That’s a consistent trend.”

He added firms may also cut expenditures by investing in creators over big traditional media campaigns, which also allows them to tweak their content more easily to test effectiveness.

This strategy is expanding. Marketing investment on the creator economy is increasing four times faster than the media industry overall. In the US, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Even with this transformation, 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 events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”