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Originally found more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an clear candidate for social media algorithms.

However, its rise as a popular subject on TikTok has thrust it into the lead of an advertising revolution, seeing big businesses investing heavily in content creators and putting fewer resources into advertising goods in traditional media.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Currently, a wave of user-generated videos have documented the product’s widespread use in “everyday tips”.

Hailed as a fix for dirty sneakers or extending perfume longevity, and also a remedy for squeaky doors. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational amplified the hacks by asking their own scientists to test them and letting the content creators in on the results.

Suggestions that it lessened the sensation of spicy food on lips were confirmed. So too were ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might whiten teeth or lengthen eyelashes were debunked.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to dramatically increase investment in content creators.

This tracking of digital spaces to inform business strategy has been dubbed “social listening”. Unilever's CEO, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

Selina Sykes, who is heading the digital initiative, said the company was just evolving with contemporary approaches of engaging audiences. She said engaging on social media “without dampening the fun” was crucial.

“What is the key to genuine brand integration? 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 one-to-many model, where we would just broadcast out … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by other people, talked about by other people, that is how you can build trust and relevance. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects profound shifts taking place in media consumption, with younger consumers spending more time on social media platforms than television, magazines or radio.

This change is evidenced by declines in traditional media advertising. Within the United Kingdom, advertising income for primary networks have declined by over six hundred million pounds in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a media convergence as corporations essentially turn into content studios, partnering with a multitude of digital creators to boost their products.

An industry expert from a leading agency said: “Naturally, an exodus of attention out of certain traditional media outlets and they’re spending a lot more time on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us audiences believe endorsements from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He added firms may also cut expenditures by targeting content creators over large-scale legacy ad buys, which also permits simpler message refinement to gauge performance.

Such methods are increasing. Marketing investment on influencer marketing is growing fourfold quicker than total media spending. Across the United States, it has increased by over 100% since 2021 and is expected to hit 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 broadcasters retained the power to frame public debate.

Sykes said: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … I think there’s 100% a place for them.”