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First identified over 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.

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an advertising revolution, in which large companies are spending big on content creators and putting fewer resources into marketing items in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Today, a spree of user-generated videos have documented the product’s widespread use in “practical tricks”.

Hailed as a solution for polishing footwear or making fragrance last longer, as well as a fix for creaky hinges. Users have even applied it to stop the scourge of crisp flavouring sticking to fingers.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational enhanced the tricks by asking their own scientists to test them and sharing the findings with influencers.

Assertions that it diminished the sensation of spicy food on lips were validated. This was also the case for ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might brighten smiles or extend lashes were debunked.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This tracking of digital spaces to inform business strategy has been termed “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend a full fifty percent of its huge ad budget on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was merely adjusting to novel methods of reaching consumers. She said interacting online “without dampening the fun” was crucial.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and talking about what they used.

“The trend is shifting from a broadcast model, where we would just broadcast out … Now it’s many conversations, various groups. Changes in digital feeds means that these communities feel niche, yet they are vast.

“Ensuring your product is discussed by other people, mentioned by individuals, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

A Revolutionary Change in Media

This plan mirrors dramatic transformations occurring in how media is consumed, with the youth demographic allocating more attention to digital networks than legacy broadcast and print media.

This change is evidenced by drops in TV and print advertising. In the UK, advertising income for leading TV channels have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

It also reflects a merging of functions as corporations essentially turn into content studios, linking up with a multitude of digital creators to boost their products.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers from conventional channels and they’re spending a lot more time 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. This is a persistent pattern.”

He added firms may also cut expenditures by targeting content creators over big traditional media campaigns, which also permits simpler message refinement to test effectiveness.

This strategy is expanding. Promotional expenditure on influencer marketing is growing fourfold quicker than the media industry overall. In the US, it has over doubled since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, executives said they believed broadcast ads retained significant importance to play, as networks still held the capability to frame public debate.

The executive noted: “A top-tier ROI marketing event is still the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”