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First identified over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline might not appear as an clear candidate for online content feeds.

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an advertising revolution, in which large companies are allocating substantial funds to content creators and devoting less capital to advertising goods in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a derivative of drilling. Today, a spree of content from users have chronicled its broad application in “life hacks”.

Hailed as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for squeaky doors. It has even been deployed to stop the scourge of chip seasoning clinging to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational enhanced the tricks by tasking their in-house experts with verification and sharing the findings with influencers.

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. So too were ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might bleach teeth or extend lashes were refuted.

The ‘Digital Ear’ Approach

Print ads and broadcast spots 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 termed “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend 50% of its massive marketing spend on platform-based material.

Evolving With Audience Behavior

The company's social media lead, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said interacting online “without spoiling the atmosphere” was paramount.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just transmit messages … Currently, it's countless discussions, diverse communities. Changes in digital feeds means that these communities feel niche, yet they are vast.

“Having your brand advocated by consumers, talked about by other people, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects seismic changes occurring in how media is consumed, with younger consumers allocating more attention to apps like TikTok and Instagram than legacy broadcast and print media.

The shift is reflected in falling revenues for broadcast and newspaper ads. Within the United Kingdom, commercial funding for major broadcasters have dropped substantially in actual value since the end of the last decade.

Influencer Marketing Expansion

Additionally, it points to a media convergence as large companies almost become production houses themselves, collaborating with numerous influencers to enhance their items.

Leon Harlow said: “Naturally, an exodus of attention out of certain traditional media outlets and their time is increasingly on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us people trust recommendations from the creators they engage with compared to commercial messages. That’s a consistent trend.”

He added firms may also cut expenditures by focusing on influencers over big traditional media campaigns, which also enables easier content adjustment to test effectiveness.

This strategy is expanding. Marketing investment on digital creator partnerships is rising at quadruple the rate than total media spending. In the US, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Even with this transformation, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to drive countrywide discourse.

She added: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”