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First identified more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline could hardly be considered an clear candidate for social media algorithms.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an advertising revolution, where major corporations are spending big on content creators and putting fewer resources into promoting products in traditional media.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by chemist Robert Cheeseborough, who saw laborers using on their skin with a residue from oil extraction. Now, a flood of amateur-created clips have recorded its extensive utilization in “life hacks”.

It has been touted 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

Detecting the product’s new life online, executives at the multinational amplified the hacks by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the burn from hot food on the lips were given the thumbs up. This was also the case for ideas it could lengthen scent duration and revive leather bags. Suggestions it could bleach teeth or lengthen eyelashes were debunked.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have dominated Unilever’s advertising drive. 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”. The company's chief executive, freshly instated, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

A leading Unilever executive, who is heading the digital initiative, said the company was simply adapting to new ways of reaching consumers. She said interacting online “without dampening the fun” was crucial.

“How do brands authentically become part of the conversation? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, various groups. The shift of the algorithms means that these audiences appear specific, however, they are large.

“Having your brand advocated by users, talked about by other people, that is how you can build trust and relevance. Content makers are key. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects profound shifts taking place in media consumption, with younger consumers spending more time on digital networks than traditional TV, print, or radio.

The transition is visible in falling revenues for TV and print advertising. Within the United Kingdom, ad revenues for leading TV channels have dropped substantially in actual value since the end of the last decade.

Influencer Marketing Expansion

Additionally, it points to a merging of functions as corporations essentially turn into content studios, partnering with hundreds of content 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 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 personalities they subscribe to compared to commercial messages. That’s a consistent trend.”

He said brands could also save money by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to see what works.

Such methods are increasing. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than the broader media sector. In the US, it has increased by over 100% since 2021 and is forecast to attain multi-billion dollar sums 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 TV channels continued to possess the influence to frame public debate.

The executive noted: “Among the most effective advertising investments is still the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”