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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline may not seem like an obvious target for digital platform algorithms.

However, its rise as a popular subject on TikTok has placed it at the forefront of an advertising revolution, where major corporations are investing heavily in content creators and reducing expenditure on promoting products in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Now, a flood of user-generated videos have chronicled its broad application in “practical tricks”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for noisy doorways. Its use has even extended to stop the scourge of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were validated. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Claims that it would whiten teeth or make eyelashes longer were disproven.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. Unilever's CEO, newly named, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Evolving With Audience Behavior

A leading Unilever executive, who is spearheading the social media effort, said the company was merely adjusting to novel methods of connecting with customers. She said engaging on social media “without dampening the fun” was essential.

“How can companies join discussions credibly? This remains our core objective as brands, dating to when neighbors chatted over fences and sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just broadcast out … Today, it's numerous dialogues, many communities. The shift of the algorithms means that these communities feel niche, yet they are vast.

“Having your brand advocated by other people, recommended by peers, that is how you can build trust and relevance. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

This plan mirrors dramatic transformations occurring in how media is consumed, with Gen Z and millennial audiences devoting greater hours to apps like TikTok and Instagram than television, magazines or radio.

The transition is visible in falling revenues for TV and print advertising. Across Britain, commercial funding for primary networks have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

It also reflects a media convergence as large companies almost become production houses themselves, linking up with hundreds of content creators to enhance their items.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers from conventional channels and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us consumers have more faith in suggestions from the creators they engage with over traditional advertisements. This is a persistent pattern.”

He said brands could also save money by targeting content creators over big traditional media campaigns, which also enables easier content adjustment to gauge performance.

Such methods are increasing. Marketing investment on influencer marketing is rising at quadruple the rate than total media spending. Stateside, it has over doubled 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 TV advertising still had a prominent role to play, as TV channels continued to possess the influence 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 … I believe there is absolutely a role for them.”