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Originally found over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline might not appear as an clear candidate for digital platform algorithms.

Nonetheless, its ascent as a viral TikTok topic has thrust it into the lead of an advertising revolution, where major corporations are allocating substantial funds to content creators and devoting less capital to promoting products in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by scientist Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Today, a spree of user-generated videos have recorded its extensive utilization in “practical tricks”.

It has been touted as a solution for polishing footwear or extending perfume longevity, and also a remedy for noisy doorways. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, marketers at Unilever amplified the hacks by tasking their in-house experts with verification and sharing the findings with influencers.

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Proposals that it might brighten smiles or make eyelashes longer were refuted.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. Yet this viral episode has helped convince executives to turbocharge spending on content creators.

This monitoring of online platforms to shape commercial tactics has been dubbed “social listening”. Fernando Fernández, recently appointed, 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 spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without killing the party” was crucial.

“How do brands authentically become part of the conversation? This has perpetually been our aim 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 broadcast out … Today, it's numerous dialogues, various groups. The shift of the algorithms means that these communities feel niche, but they’re not.

“Having your brand advocated by consumers, talked about by other people, that fosters reliability and pertinence. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The approach indicates profound shifts occurring in how media is consumed, with younger consumers allocating more attention to digital networks than legacy broadcast and print media.

This change is evidenced by falling revenues for traditional media advertising. In the UK, commercial funding for primary networks have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

It also reflects a blurring of media roles as corporations essentially turn into content studios, collaborating with hundreds of content creators to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to 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 permits simpler message refinement to test effectiveness.

Such methods are increasing. Marketing investment on the creator economy is increasing four times faster than total media spending. Stateside, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Even with this transformation, executives said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to frame public debate.

The executive noted: “A top-tier ROI marketing event is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”