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As a product discovered more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline could hardly be considered an clear candidate for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has positioned it at the vanguard of an advertising revolution, in which large companies are spending big on content creators and reducing expenditure on promoting products in legacy broadcasters.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers using on their skin with a residue from oil extraction. Today, a spree of user-generated videos have recorded its extensive utilization in “everyday tips”.

It has been touted as a remedy for cleaning shoes or prolonging the scent of perfume, 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

Noticing its viral resurgence, marketers at Unilever enhanced the tricks by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the burn from hot food on the lips were validated. So too were ideas it could prolong perfume and revive leather bags. Suggestions it could brighten smiles or lengthen eyelashes were debunked.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. Yet this viral episode has helped convince executives to dramatically increase investment in content creators.

This monitoring of online platforms to guide corporate planning has been dubbed “social listening”. Fernando Fernández, freshly instated, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Shifting to Modern Engagement

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 spoiling the atmosphere” was paramount.

“How do brands authentically become part of the conversation? This remains our core objective as brands, dating to when neighbors chatted over fences and sharing usage tips.

“There’s this moving away from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, many communities. Changes in digital feeds means that these communities feel niche, however, they are large.

“Ensuring your product is discussed by consumers, recommended by peers, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects profound shifts occurring in how media is consumed, with younger consumers devoting greater hours to social media platforms than television, magazines or radio.

This change is evidenced by declines in broadcast and newspaper ads. Within the United Kingdom, advertising income for primary networks 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 media convergence as large companies almost become production houses themselves, linking up with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Naturally, an exodus of attention from conventional channels and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

The approach is growing. Advertising spending on digital creator partnerships is increasing four times faster than total media spending. Stateside, it has increased by over 100% since 2021 and is forecast to attain multi-billion dollar sums in 2025.

TV's Lasting Role

Despite the huge changes, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to drive countrywide discourse.

The executive noted: “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’s about who’s capturing attention … There is undoubtedly a future for traditional media.”