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Originally found over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an obvious target for social media algorithms.

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

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who saw laborers rubbing their skin with a byproduct of the drilling process. Now, a flood of content from users have recorded its extensive utilization in “life hacks”.

Promoted as a solution for polishing footwear or making fragrance last longer, as well as a fix for creaky hinges. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Harnessing the Hype

Detecting the product’s new life online, marketers at Unilever amplified the hacks by asking their own scientists to test them and providing creators with the outcome data.

Claims that Vaseline reduced the burn from hot food on the lips were validated. This was also the case for ideas it could prolong perfume and rejuvenate purses. Proposals that it might brighten smiles or make eyelashes longer were debunked.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, 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 paramount.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do 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 … Currently, it's countless discussions, diverse communities. The shift of the algorithms means that these communities feel niche, yet they are vast.

“Having your brand advocated by other people, mentioned by individuals, that fosters reliability and pertinence. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The approach indicates profound shifts happening in audience habits, with younger consumers allocating more attention to digital networks than legacy broadcast and print media.

The shift is reflected in declines in TV and print advertising. Across Britain, ad revenues for primary networks have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a blurring of media roles as brands effectively act as media producers, linking up with a multitude of digital creators to promote their goods.

Leon Harlow said: “Naturally, an exodus of attention from conventional channels and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

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

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

The approach is growing. Advertising spending on influencer marketing is growing fourfold quicker than total media spending. Stateside, it has over doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as networks still held the capability to frame public debate.

The executive noted: “One of the highest return-on-investment media opportunities is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ The focus is on who seizes focus … I think there’s 100% a place for them.”