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First identified more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline might not appear as an natural focus for digital platform algorithms.

However, its rise as a popular subject on TikTok has placed it at the forefront of an advertising revolution, where major corporations are spending big on content creators and devoting less capital to advertising goods in traditional media.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. 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, and also a remedy for squeaky doors. Its use has even extended to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, strategists within the corporation amplified the hacks by asking their own scientists to test them and letting the content creators in on the results.

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. Similarly supported were ideas it could extend fragrance and revive leather bags. Proposals that it might bleach teeth or lengthen eyelashes were disproven.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This tracking of digital spaces to inform business strategy has been termed “social listening”. The company's chief executive, freshly instated, has stated the intention is to spend a full fifty percent of its huge ad budget on social media content.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was just evolving with contemporary approaches of connecting with customers. She said engaging on social media “without spoiling the atmosphere” was crucial.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, back to when people were hanging out their laundry and talking about what they used.

“There’s this moving away from a mass communication approach, where we would just broadcast out … Now it’s many conversations, diverse communities. The shift of the algorithms means that these groups seem specialized, however, they are large.

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

A Fundamental Consumption Turn

The strategy reflects dramatic transformations occurring in how media is consumed, with younger consumers allocating more attention to apps like TikTok and Instagram than television, magazines or radio.

The shift is reflected in drops in TV and print advertising. Within the United Kingdom, commercial funding for primary networks have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

Additionally, it points to a blurring of media roles as corporations essentially turn into content studios, partnering with numerous influencers to enhance their items.

Leon Harlow said: “Naturally, an exodus of attention from conventional channels and they are dedicating far more hours to digital video and image apps than they are watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the individuals they follow more than they trust ads. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also enables easier content adjustment to gauge performance.

This strategy is expanding. Advertising spending on influencer marketing is rising at quadruple the rate than the broader media sector. In the US, it has increased by over 100% since 2021 and is projected to reach multi-billion dollar sums in 2025.

TV's Lasting Role

Despite the huge changes, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”