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First identified more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline might not appear as an clear candidate for social media algorithms.

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an advertising revolution, seeing big businesses allocating substantial funds to content creators and putting fewer resources into marketing items in conventional outlets.

The Path from Petroleum to Platforms

First created commercially in the 1870s by 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 fix for dirty sneakers or extending perfume longevity, and also a remedy for creaky hinges. Users have even applied it to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational amplified the hacks by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Suggestions it could bleach teeth or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. Yet this viral episode has helped convince executives to ramp up funding for content creators.

This monitoring of online platforms to shape commercial tactics has been termed “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

A leading Unilever executive, who is leading the online push, said the company was just evolving with contemporary approaches of reaching consumers. She said interacting online “without dampening the fun” was essential.

“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 sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just broadcast out … Now it’s many conversations, diverse communities. Changes in digital feeds means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by users, talked about by other people, that is how you can build trust and relevance. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

The approach indicates dramatic transformations happening in audience habits, with younger consumers devoting greater hours to social media platforms than legacy broadcast and print media.

The transition is visible in falling revenues for broadcast and newspaper ads. Across Britain, ad revenues for major broadcasters have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

This further signifies a blurring of media roles as corporations essentially turn into content studios, collaborating with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us audiences believe endorsements from the personalities they subscribe to compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also allows them to tweak their content more easily to test effectiveness.

The approach is growing. Advertising spending on digital creator partnerships is rising at quadruple the rate than the media industry overall. In the US, it has increased by over 100% since 2021 and is forecast to attain substantial figures in 2025.

TV's Lasting Role

Regardless of the massive shift, industry figures said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to shape the national conversation.

The executive noted: “One of the highest return-on-investment media opportunities is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”