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Originally found more than 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline may not seem like an natural focus for social media algorithms.

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an advertising revolution, where major corporations are allocating substantial funds to content creators and devoting less capital to marketing items in legacy broadcasters.

A Journey from Drilling to Digital

Originally produced in the 1870s by chemist Robert Cheeseborough, who saw laborers applying to their skin with a residue from oil extraction. Currently, a wave of content from users have recorded its extensive utilization in “life hacks”.

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

Leveraging the Buzz

Detecting the product’s new life online, executives at the multinational boosted the tips by asking their own scientists to test them and letting the content creators in on the results.

Assertions that it diminished the sensation of spicy food on lips were validated. This was also the case for ideas it could extend fragrance and restore leather handbags. Suggestions it could bleach teeth or extend lashes were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has led decision-makers to dramatically increase investment in content creators.

This monitoring of online platforms to guide corporate planning has been termed “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

The company's social media lead, who is spearheading the social media effort, said the company was simply adapting to new ways of engaging audiences. She said participating on platforms “without spoiling the atmosphere” was essential.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, since the era of community gossip and discussing household products.

“There’s this moving away from a one-to-many model, where we would just send out ads … Now it’s many conversations, many communities. Changes in digital feeds means that these groups seem specialized, but they’re not.

“If you can make sure your brand is shared by other people, talked about by other people, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

The approach indicates profound shifts happening in audience habits, with younger consumers allocating more attention to digital networks than television, magazines or radio.

The transition is visible in drops in traditional media advertising. Across Britain, advertising income for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

Influencer Marketing Expansion

This further signifies a media convergence as large companies almost become production houses themselves, partnering with numerous influencers 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 are dedicating far more hours to Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us people trust recommendations from the personalities they subscribe to compared to commercial messages. It's an ongoing shift.”

He said brands could also save money by targeting content creators over big traditional media campaigns, which also enables easier content adjustment to see what works.

The approach is growing. Marketing investment on digital creator partnerships is growing fourfold quicker than the media industry overall. In the US, it has over doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, industry figures 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 major broadcast spectacles. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”