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First identified more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an obvious target for digital platform algorithms.

However, its rise as a TikTok talking point has thrust it into the lead of an advertising revolution, seeing big businesses allocating substantial funds to content creators and devoting less capital to promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Currently, a wave of amateur-created clips have documented the product’s widespread use in “everyday tips”.

Promoted as a fix for dirty sneakers or making fragrance last longer, along with a cure for squeaky doors. Users have even applied it to combat the nuisance of crisp flavouring sticking to fingers.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever amplified the hacks by having their research teams evaluate the claims and letting the content creators in on the results.

Assertions that it diminished the burn from hot food on the lips 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 debunked.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have been the cornerstone of its marketing push. Yet this viral episode has persuaded leaders to dramatically increase investment in content creators.

This monitoring of online platforms to guide corporate planning has been termed “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend a full fifty percent of its huge ad budget on digital creator content.

Adapting to New Consumer Habits

A leading Unilever executive, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without dampening the fun” was essential.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and discussing household products.

“The trend is shifting from a broadcast model, where we would just send out ads … Now it’s many conversations, diverse communities. The shift of the algorithms means that these groups seem specialized, however, they are large.

“Having your brand advocated by users, talked about by other people, that fosters reliability and pertinence. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The approach indicates seismic changes taking place in media consumption, with the youth demographic allocating more attention to apps like TikTok and Instagram than legacy broadcast and print media.

The shift is reflected in drops in traditional media advertising. In the UK, advertising income for primary networks have fallen by more than £600m in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

It also reflects a media convergence as corporations essentially turn into content studios, linking up with hundreds of content creators to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers away from some legacy media and they’re spending a lot more time on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us consumers have more faith in suggestions from the personalities they subscribe to more than they trust ads. That’s a consistent trend.”

He said brands could also save money by investing in creators over large-scale legacy ad buys, which also permits simpler message refinement to test effectiveness.

Such methods are increasing. Advertising spending on digital creator partnerships is growing fourfold quicker than total media spending. Stateside, it has over doubled since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as networks still held the capability to drive countrywide discourse.

She added: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”