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As a product discovered over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline may not seem like an natural focus for digital platform algorithms.

However, its rise as a popular subject on TikTok has placed it at the forefront of an advertising revolution, seeing big businesses investing heavily in content creators and reducing expenditure on promoting products in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Currently, a wave of user-generated videos have chronicled its broad application in “everyday tips”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for noisy doorways. Its use has even extended to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever amplified the hacks by tasking their in-house experts with verification and providing creators with the outcome data.

Suggestions that it lessened the sting of chili on the mouth were confirmed. This was also the case for ideas it could prolong perfume and rejuvenate purses. Proposals that it might bleach teeth or lengthen eyelashes were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has led decision-makers to ramp up funding for content creators.

This tracking of digital spaces to guide corporate planning has been termed “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Evolving With Audience Behavior

The company's social media lead, who is heading the digital initiative, said the company was merely adjusting to novel methods of engaging audiences. She said participating on platforms “without spoiling the atmosphere” was crucial.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just transmit messages … Today, it's numerous dialogues, many communities. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“Having your brand advocated by consumers, mentioned by individuals, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The approach indicates profound shifts happening in audience habits, with Gen Z and millennial audiences spending more time on digital networks than legacy broadcast and print media.

The transition is visible in declines in TV and print advertising. Across Britain, advertising income for major broadcasters have declined by over six hundred million pounds in real terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a media convergence as large companies almost become production houses themselves, partnering with numerous influencers to promote their goods.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences away from some legacy media and they’re spending a lot more time on digital video and image apps than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us consumers have more faith in suggestions from the creators they engage with compared to commercial messages. It's an ongoing shift.”

He added firms may also cut expenditures by investing in creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to test effectiveness.

This strategy is expanding. Advertising spending on the creator economy is increasing four times faster than total media spending. Across the United States, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

She added: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”