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First identified over 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline may not seem like an obvious target for online content feeds.

However, its rise as a TikTok talking point has placed it at the forefront of an marketing transformation, where major corporations are investing heavily in content creators and putting fewer resources into promoting products in conventional outlets.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who saw laborers rubbing their skin with a derivative of drilling. Currently, a wave of amateur-created clips have recorded its extensive utilization in “practical tricks”.

Promoted as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for squeaky doors. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Noticing its viral resurgence, marketers at Unilever amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were validated. This was also the case for ideas it could lengthen scent duration and revive leather bags. Suggestions it could bleach teeth or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has helped convince executives to dramatically increase investment in content creators.

This tracking of digital spaces to guide corporate planning has been dubbed “social listening”. The company's chief executive, newly named, has stated the intention is to spend a full fifty percent of its huge ad budget on digital creator content.

Adapting to New Consumer Habits

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 spoiling the atmosphere” was essential.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just broadcast out … Now it’s many conversations, many communities. The shift of the algorithms means that these communities feel niche, but they’re not.

“Ensuring your product is discussed by users, mentioned by individuals, that fosters reliability and pertinence. Influencers are vital for this. We are expanding this endorsement system.”

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 apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by drops in traditional media advertising. In the UK, commercial funding for primary networks have fallen by more than £600m in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a media convergence as large companies almost become production houses themselves, partnering with a multitude of digital creators to boost their products.

Leon Harlow said: “Naturally, an exodus of attention away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us consumers have more faith in suggestions from the personalities they subscribe to more than they trust ads. It's an ongoing shift.”

He noted companies can reduce costs by investing in creators over big traditional media campaigns, which also permits simpler message refinement to gauge performance.

This strategy is expanding. Marketing investment on influencer marketing is growing fourfold quicker than the broader media sector. In the US, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Despite the huge changes, industry figures said they believed television commercials still played a key part to play, as networks still held the capability to drive countrywide discourse.

The executive noted: “Among the most effective advertising investments is still the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”