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Originally found over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an natural focus for social media algorithms.

Yet the brand’s emergence as a viral TikTok topic has positioned it at the vanguard of an marketing transformation, in which large companies are investing heavily in content creators and devoting less capital to promoting products in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Today, a spree of content from users have chronicled its broad application in “everyday tips”.

It has been touted as a fix for dirty sneakers or making fragrance last longer, as well as a fix for noisy doorways. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational enhanced the tricks by asking their own scientists to test them 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 prolong perfume and rejuvenate purses. Suggestions it could brighten smiles or lengthen eyelashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. However, this online trend has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. The company's chief executive, newly named, has indicated the goal is to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was just evolving with contemporary approaches of reaching consumers. She said engaging on social media “without killing the party” was essential.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and sharing usage tips.

“The trend is shifting from a mass communication approach, where we would just broadcast out … Currently, it's countless discussions, diverse communities. Changes in digital feeds means that these audiences appear specific, however, they are large.

“If you can make sure your brand is shared by other people, mentioned by individuals, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

This plan mirrors profound shifts taking place in media consumption, with younger consumers spending more time on social media platforms than legacy broadcast and print media.

The transition is visible in falling revenues for TV and print advertising. In the UK, ad revenues for primary networks have fallen by more than £600m in actual value since the end of the last decade.

Influencer Marketing Expansion

Additionally, it points to a media convergence as corporations essentially turn into content studios, partnering with a multitude of digital creators to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us people trust recommendations from the personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

The approach is growing. Marketing investment 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.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to drive countrywide discourse.

The executive noted: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”