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First identified more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an obvious target for digital platform algorithms.

Yet the brand’s emergence as a viral TikTok topic has positioned it at the vanguard of an advertising revolution, seeing big businesses allocating substantial funds to content creators and reducing expenditure on promoting products in traditional media.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Today, a spree of user-generated videos have chronicled its broad application in “practical tricks”.

It has been touted as a fix for dirty sneakers or extending perfume longevity, along with a cure for creaky hinges. Users have even applied it to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

Detecting the product’s new life online, marketers at Unilever amplified the hacks by having their research teams evaluate the claims 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 restore leather handbags. Claims that it would bleach teeth or make eyelashes longer were disproven.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have formed the bulk of its promotional efforts. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This tracking of digital spaces to shape commercial tactics has been termed “social listening”. The company's chief executive, newly named, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

The company's social media lead, who is heading the digital initiative, said the company was merely adjusting to novel methods of connecting with customers. She said participating on platforms “without dampening the fun” was crucial.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just broadcast out … Currently, it's countless discussions, many communities. Changes in digital feeds means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by users, mentioned by individuals, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The approach indicates profound shifts happening in audience habits, with the youth demographic spending more time on digital networks than television, magazines or radio.

The shift is reflected in declines in traditional media advertising. Across Britain, ad revenues for major broadcasters have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

It also reflects a media convergence as corporations essentially turn into content studios, collaborating with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Naturally, an exodus of attention out of certain traditional media outlets and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. This is a persistent pattern.”

He added firms may also cut expenditures by investing in creators over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

The approach is growing. Advertising spending on influencer marketing is increasing four times faster than total media spending. In the US, it has over doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

TV's Lasting Role

Despite the huge changes, executives said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to frame public debate.

The executive noted: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”