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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an clear candidate for digital platform algorithms.

However, its rise as a viral TikTok topic has thrust it into the lead of an advertising revolution, seeing big businesses spending big on content creators and devoting less capital to marketing items in legacy broadcasters.

The Path from Petroleum to Platforms

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Today, a spree of user-generated videos have documented the product’s widespread use in “everyday tips”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for squeaky doors. It has even been deployed to combat the nuisance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, marketers at Unilever enhanced the tricks by asking their own scientists to test them and letting the content creators in on the results.

Claims that Vaseline reduced the sting of chili on the mouth were validated. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Claims that it would brighten smiles or lengthen eyelashes were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. Yet this viral episode has persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to inform business strategy has been termed “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend half of its colossal advertising budget on social media content.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was just evolving with contemporary approaches of reaching consumers. She said interacting online “without killing the party” was paramount.

“What is the key to genuine brand integration? This remains our core objective as brands, since the era of community gossip and discussing household products.

“We are witnessing a departure from a broadcast model, where we would just send out ads … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“If you can make sure your brand is shared by users, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

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

The shift is reflected in drops in broadcast and newspaper ads. Within the United Kingdom, commercial funding for primary networks have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

This further signifies a blurring of media roles as brands effectively act as media producers, collaborating with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over large-scale legacy ad buys, which also enables easier content adjustment to gauge performance.

Such methods are increasing. Advertising spending on influencer marketing is rising at quadruple the rate than total media spending. Stateside, it has increased by over 100% since 2021 and is forecast to attain substantial figures in 2025.

TV's Lasting Role

Regardless of the massive shift, industry figures said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to shape the national conversation.

Sykes said: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”