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As a product discovered more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline might not appear as 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, seeing big businesses allocating substantial funds to content creators and devoting less capital to promoting products in conventional outlets.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a derivative of drilling. Now, a flood of amateur-created clips have documented the product’s widespread use in “practical tricks”.

It has been touted as a remedy for cleaning shoes or prolonging the scent of perfume, and also a remedy for creaky hinges. It has even been deployed to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

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

Assertions that it diminished the burn from hot food on the lips were confirmed. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Proposals that it might brighten smiles or make eyelashes longer were disproven.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have been the cornerstone of its marketing push. Yet this viral episode has helped convince executives to ramp up funding for content creators.

This observation of social channels to inform business strategy has been labeled “social listening”. The company's chief executive, recently appointed, has indicated the goal is to spend a full fifty percent of its huge ad budget on platform-based material.

Adapting to New Consumer Habits

A leading Unilever executive, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said interacting online “without killing the party” was essential.

“What is the key to genuine brand integration? This remains our core objective as brands, dating to when neighbors chatted over fences and discussing household products.

“There’s this moving away from a broadcast model, where we would just broadcast out … Now it’s many conversations, various groups. The shift of the algorithms means that these groups seem specialized, however, they are large.

“Ensuring your product is discussed by users, mentioned by individuals, that fosters reliability and pertinence. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

The strategy reflects profound shifts happening in audience habits, with younger consumers spending more time on social media platforms than television, magazines or radio.

The shift is reflected in falling revenues for broadcast and newspaper ads. In the UK, ad revenues for major broadcasters have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a merging of functions as large companies almost become production houses themselves, collaborating with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers from conventional channels and they are dedicating far more hours to digital video and image apps than they are consuming linear broadcasts or printed matter.

“Many companies report to us audiences believe endorsements from the individuals they follow more than they trust ads. 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.

Such methods are increasing. Advertising spending on influencer marketing is increasing four times faster than the media industry overall. Across the United States, it has over doubled since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, industry figures said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

The executive noted: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”