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First identified over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an obvious target for social media algorithms.

Yet the brand’s emergence as a viral TikTok topic has thrust it into the lead of an advertising revolution, seeing big businesses spending big on content creators and devoting less capital to promoting products in legacy broadcasters.

A Journey from Drilling to Digital

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Now, a flood of amateur-created clips have chronicled its broad application in “life hacks”.

Promoted as a solution for polishing footwear or extending perfume longevity, along with a cure for creaky hinges. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, strategists within the corporation enhanced the tricks by asking their own scientists to test them and providing creators with the outcome data.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could prolong perfume and revive leather bags. Suggestions it could bleach teeth or lengthen eyelashes were refuted.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This observation of social channels to inform business strategy has been dubbed “social listening”. The company's chief executive, newly named, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Evolving With Audience Behavior

A leading Unilever executive, who is leading the online push, said the company was merely adjusting to novel methods of connecting with customers. She said engaging on social media “without dampening the fun” was paramount.

“What is the key to genuine brand integration? This remains our core objective as brands, back to when people were hanging out their laundry and sharing usage tips.

“There’s this moving away from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, many communities. The shift of the algorithms means that these audiences appear specific, but they’re not.

“Having your brand advocated by consumers, recommended by peers, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects dramatic transformations 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.

The transition is visible in falling revenues for broadcast and newspaper ads. Within the United Kingdom, ad revenues for major broadcasters have declined by over six hundred million pounds in actual value since the end of the last decade.

The Rise of the Creator Economy

It also reflects a blurring of media roles as large companies almost become production houses themselves, linking up with hundreds of content creators to promote their goods.

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 viewing scheduled television or reading physical magazines.

“Many companies report to us audiences believe endorsements from the individuals they follow more than they trust ads. That’s a consistent trend.”

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

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

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to shape the national conversation.

Sykes said: “A top-tier ROI marketing event is still major broadcast spectacles. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”