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Originally found more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline could hardly be considered an obvious target for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an promotional upheaval, seeing big businesses spending big on content creators and putting fewer resources into marketing items in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by chemist Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Currently, a wave of amateur-created clips have chronicled its broad application in “practical tricks”.

Hailed as a solution for polishing footwear or extending perfume longevity, as well as a fix for squeaky doors. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation boosted the tips by asking their own scientists to test them and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were given the thumbs up. So too were ideas it could extend fragrance and revive leather bags. Proposals that it might bleach teeth or extend lashes were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. However, this online trend has helped convince executives to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

A leading Unilever executive, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was crucial.

“What is the key to genuine brand integration? This remains our core objective as brands, dating to when neighbors chatted over fences and discussing household products.

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

“Ensuring your product is discussed by other people, recommended by peers, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects profound shifts occurring in how media is consumed, with Gen Z and millennial audiences allocating more attention to apps like TikTok and Instagram 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 inflation-adjusted terms since 2019.

Influencer Marketing Expansion

It also reflects a merging of functions as large companies almost become production houses themselves, collaborating with numerous influencers to enhance their items.

Leon Harlow said: “Naturally, an exodus of attention from conventional channels and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us audiences believe endorsements 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 permits simpler message refinement to gauge performance.

This strategy is expanding. Advertising spending on digital creator partnerships is growing fourfold quicker than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is projected to reach substantial figures in 2025.

Traditional Media's Continued Place

Even with this transformation, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to drive countrywide discourse.

She added: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”