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First identified over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline might not appear as 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 putting fewer resources into marketing items in legacy broadcasters.

The Path from Petroleum to Platforms

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have chronicled its broad application in “practical tricks”.

Promoted as a solution for polishing footwear or making fragrance last longer, and also a remedy for squeaky doors. It has even been deployed to combat the nuisance of snack dust adhering to hands.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational boosted the tips by having their research teams evaluate the claims and providing creators with the outcome data.

Suggestions that it lessened the sting of chili on the mouth were confirmed. This was also the case for ideas it could extend fragrance and restore leather handbags. Suggestions it could whiten teeth or lengthen eyelashes were refuted.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has led decision-makers to dramatically increase investment in content creators.

This tracking of digital spaces to guide corporate planning has been labeled “social listening”. The company's chief executive, newly named, has stated the intention is to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is heading the digital initiative, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without killing the party” was essential.

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

“We are witnessing a departure from a mass communication approach, where we would just send out ads … Currently, it's countless discussions, many communities. The shift of the algorithms means that these groups seem specialized, 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. We are expanding this endorsement system.”

A Seismic Media Shift

The approach indicates seismic changes taking place in media consumption, with Gen Z and millennial audiences devoting greater hours to social media platforms than traditional TV, print, or radio.

The shift is reflected in drops in broadcast and newspaper ads. In the UK, advertising income for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

Influencer Marketing Expansion

This further signifies a merging of functions as brands effectively act as media producers, collaborating with hundreds of content creators to boost their products.

Leon Harlow said: “Obviously there’s a flow of audiences from conventional channels and they are dedicating far more hours to Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us people trust recommendations from the individuals they follow more than they trust ads. It's an ongoing shift.”

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to gauge performance.

The approach is growing. Promotional expenditure on influencer marketing is increasing four times faster than the media industry overall. In the US, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

TV's Lasting Role

Despite the huge changes, industry figures 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 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 … I think there’s 100% a place for them.”