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First identified more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an obvious target for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an advertising revolution, in which large companies are spending big on content creators and devoting less capital to marketing items in legacy broadcasters.

The Path from Petroleum to Platforms

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have recorded its extensive utilization in “everyday tips”.

It has been touted as a solution for polishing footwear or extending perfume longevity, and also a remedy for squeaky doors. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, marketers at Unilever boosted the tips 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. Similarly supported were ideas it could prolong perfume and restore leather handbags. Suggestions it could bleach teeth or make eyelashes longer were refuted.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This monitoring of online platforms to guide corporate planning has been termed “social listening”. Unilever's CEO, recently appointed, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Evolving With Audience Behavior

The company's social media lead, who is spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said interacting online “without spoiling the atmosphere” was paramount.

“What is the key to genuine brand integration? This remains our core objective as brands, back to when people were hanging out their laundry and discussing household products.

“The trend is shifting from a mass communication approach, 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, however, they are large.

“If you can make sure your brand is shared by users, mentioned by individuals, that fosters reliability and pertinence. Influencers are vital for this. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The strategy reflects dramatic transformations occurring in how media is consumed, with the youth demographic spending more time on apps like TikTok and Instagram than legacy broadcast and print media.

This change is evidenced by falling revenues for traditional media advertising. Within the United Kingdom, advertising income for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a media convergence as brands effectively act as media producers, collaborating with numerous influencers to enhance their items.

A commercial director at a major talent agency said: “Naturally, an exodus of attention from conventional channels and they are dedicating far more hours to digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Many companies report to us audiences believe endorsements from the creators they engage with compared to commercial messages. That’s a consistent trend.”

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. Marketing investment on influencer marketing is rising at quadruple the rate than total media spending. Stateside, it has over doubled since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

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 drive countrywide discourse.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”