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As a product discovered over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline could hardly be considered an clear candidate for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has positioned it at the vanguard of an advertising revolution, where major corporations are spending big on content creators and devoting less capital to advertising goods in conventional outlets.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Currently, a wave of amateur-created clips have recorded its extensive utilization in “everyday tips”.

It has been touted as a fix for dirty sneakers or making fragrance last longer, along with a cure for creaky hinges. Users have even applied it to prevent the annoyance of crisp flavouring sticking to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational enhanced the tricks by tasking their in-house experts with verification and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Claims that it would brighten smiles or lengthen eyelashes were debunked.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been labeled “social listening”. Fernando Fernández, recently appointed, has suggested it is aiming to spend a full fifty percent of its huge ad budget on social media content.

Evolving With Audience Behavior

Selina Sykes, 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 dampening the fun” was paramount.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just send out ads … Now it’s many conversations, many communities. Changes in digital feeds means that these communities feel niche, however, they are large.

“If you can make sure your brand is shared by other people, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

This plan mirrors profound shifts occurring in how media is consumed, with Gen Z and millennial audiences devoting greater hours to digital networks than traditional TV, print, or radio.

The shift is reflected in declines in traditional media advertising. In the UK, advertising income for primary networks have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a merging of functions as brands effectively act as media producers, partnering with numerous influencers to enhance their items.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers from conventional channels and they’re spending a lot more time on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us audiences believe endorsements from the creators they engage with over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to see what works.

This strategy is expanding. Marketing investment on influencer marketing is growing fourfold quicker than the media industry overall. Across the United States, it has more than doubled since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Despite the huge changes, experts said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to drive countrywide discourse.

She added: “One of the highest return-on-investment media opportunities is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”