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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 online content feeds.

Nonetheless, its ascent as a popular subject on TikTok has placed it at the forefront of an advertising revolution, in which large companies are investing heavily in content creators and reducing expenditure on marketing items in legacy broadcasters.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Currently, a wave of amateur-created clips have recorded its extensive utilization in “practical tricks”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, as well as a fix for noisy doorways. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Detecting the product’s new life online, strategists within the corporation boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth were validated. This was also the case for ideas it could extend fragrance and restore leather handbags. Claims that it would whiten teeth or extend lashes were debunked.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to inform business strategy has been labeled “social listening”. The company's chief executive, newly named, has stated the intention is to spend half of its colossal advertising budget on social media content.

Evolving With Audience Behavior

A leading Unilever executive, who is spearheading the social media effort, said the company was simply adapting to new ways of engaging audiences. She said engaging on social media “without spoiling the atmosphere” was paramount.

“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 discussing household products.

“We are witnessing a departure from a mass communication approach, where we would just transmit messages … Currently, it's countless discussions, diverse communities. Changes in digital feeds means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by other people, mentioned by individuals, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

A Revolutionary Change in Media

The approach indicates profound shifts occurring in how media is consumed, with younger consumers allocating more attention to apps like TikTok and Instagram than television, magazines or radio.

This change is evidenced by declines in TV and print advertising. In the UK, commercial funding for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

It also reflects a merging of functions as brands effectively act as media producers, partnering with numerous influencers to enhance their items.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences away from some legacy media 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 creators they engage with more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

Such methods are increasing. Advertising spending on digital creator partnerships is increasing four times faster than total media spending. Stateside, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, executives 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: “One of the highest return-on-investment media opportunities 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 … There is undoubtedly a future for traditional media.”