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First identified more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline could hardly be considered an clear candidate for online content feeds.

Yet the brand’s emergence as a TikTok talking point has thrust it into the lead of an advertising revolution, where major corporations are investing heavily in content creators and reducing expenditure on advertising goods in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a residue from oil extraction. Today, a spree of content from users have chronicled its broad application in “everyday tips”.

Hailed as a remedy for cleaning shoes or making fragrance last longer, and also a remedy for squeaky doors. Users have even applied it to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were confirmed. Similarly supported were ideas it could prolong perfume and rejuvenate purses. Claims that it would brighten smiles or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has helped convince executives to ramp up funding for content creators.

This tracking of digital spaces to inform business strategy has been termed “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend a full fifty percent of its huge ad budget on social media content.

Evolving With Audience Behavior

A leading Unilever executive, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said participating on platforms “without killing the party” was paramount.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a mass communication approach, where we would just send out ads … Today, it's numerous dialogues, diverse communities. The shift of the algorithms means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by consumers, talked about by other people, that fosters reliability and pertinence. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors profound shifts happening in audience habits, with Gen Z and millennial audiences allocating more attention to apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by falling revenues for traditional media advertising. Within the United Kingdom, advertising income for primary networks have dropped substantially in actual value since the end of the last decade.

Influencer Marketing Expansion

This further signifies a merging of functions as corporations essentially turn into content studios, linking up with numerous influencers to enhance their items.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences away from some legacy media and their time is increasingly on digital video and image apps than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us audiences believe endorsements from the creators they engage with compared to commercial messages. It's an ongoing shift.”

He said brands could also save money by focusing on influencers over big traditional media campaigns, which also enables easier content adjustment to gauge performance.

The approach is growing. Marketing investment on influencer marketing is increasing four times faster than the broader media sector. Across the United States, it has more than doubled since 2021 and is projected to reach substantial figures in 2025.

TV's Lasting Role

Even with this transformation, executives said they believed broadcast ads retained significant importance to play, as networks still held the capability to shape the national conversation.

She added: “A top-tier ROI marketing event is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”