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Originally found over 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline could hardly be considered an obvious target for social media algorithms.

Nonetheless, its ascent as a viral TikTok topic has positioned it at the vanguard of an promotional upheaval, where major corporations are investing heavily in content creators and devoting less capital to marketing items in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Currently, a wave of content from users have documented the product’s widespread use in “practical tricks”.

Promoted as a solution for polishing footwear or prolonging the scent of perfume, along with a cure for squeaky doors. Users have even applied it to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, strategists within the corporation 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 burn from hot food on the lips were validated. This was also the case for ideas it could extend fragrance and revive leather bags. Proposals that it might brighten smiles or lengthen eyelashes were refuted.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have been the cornerstone of its marketing push. However, this online trend has led decision-makers to turbocharge spending on content creators.

This tracking of digital spaces to guide corporate planning has been dubbed “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was just evolving with contemporary approaches of connecting with customers. She said interacting online “without killing the party” was paramount.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, since the era of community gossip and discussing household products.

“There’s this moving away from a one-to-many model, where we would just send out ads … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by users, talked about by other people, that fosters reliability and pertinence. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

The strategy reflects dramatic transformations taking place in media consumption, with the youth demographic spending more time on digital networks than television, magazines or radio.

The transition is visible in falling revenues for traditional media advertising. Within the United Kingdom, advertising income for primary networks have dropped substantially in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a blurring of media roles as corporations essentially turn into content studios, linking up with a multitude of digital 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 their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us people trust recommendations from the individuals they follow over traditional advertisements. That’s a consistent trend.”

He said brands could also save money by focusing on influencers over big traditional media campaigns, which also permits simpler message refinement to test effectiveness.

The approach is growing. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than the media industry overall. Stateside, it has increased by over 100% since 2021 and is expected to hit multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed TV advertising still had a prominent role to play, as networks still held the capability to shape the national conversation.

She added: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”