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First identified more than 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.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an advertising revolution, where major corporations are investing heavily in content creators and devoting less capital to marketing items in legacy broadcasters.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who saw laborers using on their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have recorded its extensive utilization in “life hacks”.

Promoted as a solution for polishing footwear or making fragrance last longer, along with a cure for creaky hinges. Users have even applied it to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. This was also the case for ideas it could extend fragrance and rejuvenate purses. Claims that it would brighten smiles or extend lashes were refuted.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This tracking of digital spaces to inform business strategy has been dubbed “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Evolving With Audience Behavior

Selina Sykes, who is spearheading the social media effort, said the company was simply adapting to new ways of engaging audiences. She said interacting online “without dampening the fun” was essential.

“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 talking about what they used.

“The trend is shifting from a one-to-many model, where we would just send out ads … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these audiences appear specific, but they’re not.

“Ensuring your product is discussed by other people, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations taking place in media consumption, with the youth demographic devoting greater hours to social media platforms than traditional TV, print, or radio.

The shift is reflected in falling revenues for TV and print advertising. In the UK, ad revenues for primary networks have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

It also reflects a merging of functions as large companies almost become production houses themselves, collaborating with numerous influencers to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences from conventional channels and they’re spending a lot more time on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He said brands could also save money by investing in creators over big traditional media campaigns, which also permits simpler message refinement to gauge performance.

Such methods are increasing. Advertising spending on the creator economy is growing fourfold quicker than the broader media sector. In the US, it has over doubled since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, executives said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

Sykes said: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”