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First identified more than 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline might not appear as 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, in which large companies are allocating substantial funds to content creators and devoting less capital to marketing items in traditional media.

The Path from Petroleum to Platforms

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a byproduct of the drilling process. Currently, a wave of amateur-created clips have chronicled its broad application in “practical tricks”.

It has been touted as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for noisy doorways. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

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

Suggestions that it lessened the sensation of spicy food on lips were validated. This was also the case for ideas it could extend fragrance and revive leather bags. Suggestions it could bleach teeth or lengthen eyelashes were debunked.

The ‘Social Listening’ Strategy

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

This monitoring of online platforms to guide corporate planning has been labeled “social listening”. The company's chief executive, recently appointed, has indicated the goal is to spend a full fifty percent of its huge ad budget on social media content.

Adapting to New Consumer Habits

A leading Unilever executive, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said interacting online “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just transmit messages … Now it’s many conversations, diverse communities. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“Ensuring your product is discussed by consumers, talked about by other people, that fosters reliability and pertinence. Creators are critical to that. We’re really scaling this advocacy model.”

A Seismic Media Shift

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

This change is evidenced by declines in TV and print advertising. In the UK, ad revenues for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

The Rise of the Creator Economy

This further signifies a blurring of media roles as brands effectively act as media producers, partnering with a multitude of digital creators to enhance their items.

An industry expert from a leading agency said: “Naturally, an exodus of attention away from some legacy media and their time is increasingly on digital video and image apps than they are consuming linear broadcasts or printed matter.

“Many companies report to us consumers have more faith in suggestions from the creators they engage with more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over big traditional media campaigns, which also enables easier content adjustment to test effectiveness.

Such methods are increasing. Advertising spending on influencer marketing is rising at quadruple the rate than the media industry overall. Stateside, it has increased by over 100% since 2021 and is forecast to attain tens of billions in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to drive countrywide discourse.

Sykes said: “One of the highest return-on-investment media opportunities is still events like 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.”