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First identified over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an natural focus for digital platform algorithms.

Nonetheless, its ascent as a popular subject on TikTok has thrust it into the lead of an advertising revolution, where major corporations are allocating substantial funds to content creators and devoting less capital to promoting products in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Now, a flood of user-generated videos have recorded its extensive utilization in “life hacks”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for creaky hinges. It has even been deployed to stop the scourge of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation boosted the tips by tasking their in-house experts with verification and providing creators with the outcome data.

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. Similarly supported were ideas it could lengthen scent duration and restore leather handbags. Suggestions it could whiten teeth or lengthen eyelashes were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. However, this online trend has helped convince executives to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. Unilever's CEO, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

A leading Unilever executive, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of engaging audiences. She said engaging on social media “without dampening the fun” 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 one-to-many model, where we would just send out ads … Currently, it's countless discussions, various groups. The evolution of platform algorithms means that these groups seem specialized, yet they are vast.

“Ensuring your product is discussed by consumers, talked about by other people, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The strategy reflects seismic changes taking place in media consumption, with Gen Z and millennial audiences allocating more attention to digital networks than traditional TV, print, or radio.

This change is evidenced by falling revenues for TV and print advertising. Across Britain, ad revenues for primary networks have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a media convergence as corporations essentially turn into content studios, partnering with hundreds of content creators to promote their goods.

Leon Harlow said: “Obviously there’s a flow of audiences away from some legacy media and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us people trust recommendations from the personalities they subscribe to over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to test effectiveness.

The approach is growing. Promotional expenditure on influencer marketing is growing fourfold quicker than total media spending. In the US, it has more than doubled since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to frame public debate.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”