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Originally found more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an natural focus for online content feeds.

However, its rise as a TikTok talking point has thrust it into the lead of an advertising revolution, seeing big businesses spending big on content creators and putting fewer resources into promoting products in conventional outlets.

The Path from Petroleum to Platforms

First created commercially in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Today, a spree of content from users have documented the product’s widespread use in “practical tricks”.

It has been touted as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for squeaky doors. It has even been deployed to combat the nuisance of chip seasoning clinging to fingers.

Leveraging the Buzz

Detecting the product’s new life online, executives at the multinational amplified the hacks by tasking their in-house experts with verification and providing creators with the outcome data.

Claims that Vaseline reduced the sensation of spicy food on lips were given the thumbs up. So too were ideas it could prolong perfume and restore leather handbags. Suggestions it could whiten teeth or make eyelashes longer were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials 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 shape commercial tactics has been labeled “social listening”. Unilever's CEO, 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

Selina Sykes, 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.

“How can companies join discussions credibly? This remains our core objective as brands, since the era of community gossip and talking about what they used.

“We are witnessing a departure from a broadcast model, where we would just send out ads … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these groups seem specialized, but they’re not.

“Having your brand advocated by consumers, mentioned by individuals, that fosters reliability and pertinence. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations happening in audience habits, with younger consumers spending more time on digital networks than legacy broadcast and print media.

This change is evidenced by falling revenues for broadcast and newspaper ads. In the UK, commercial funding for primary networks have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a merging of functions as corporations essentially turn into content studios, collaborating with a multitude of digital creators to promote their goods.

A commercial director at a major talent agency said: “Naturally, an exodus of attention out of certain traditional media outlets and they’re spending a lot more time on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us consumers have more faith in suggestions from the personalities they subscribe to over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to see what works.

This strategy is expanding. Advertising spending on digital creator partnerships is growing fourfold quicker than total media spending. In the US, it has increased by over 100% since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Even with this transformation, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

The executive noted: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”