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First identified over 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline may not seem like an natural focus for online content feeds.

However, its rise as a TikTok talking point has positioned it at the vanguard of an advertising revolution, seeing big businesses spending big on content creators and devoting less capital to promoting products in legacy broadcasters.

The Path from Petroleum to Platforms

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Today, a spree of amateur-created clips have recorded its extensive utilization in “practical tricks”.

Promoted as a fix for dirty sneakers or making fragrance last longer, and also a remedy for squeaky doors. Its use has even extended to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever boosted the tips by asking their own scientists to test them and providing creators with the outcome data.

Assertions that it diminished the sting of chili on the mouth were confirmed. So too were ideas it could lengthen scent duration and restore leather handbags. Proposals that it might brighten smiles or extend lashes were disproven.

The ‘Digital Ear’ Approach

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 monitoring of online platforms to guide corporate planning has been termed “social listening”. Fernando Fernández, recently appointed, has suggested it is aiming to spend half of its colossal advertising budget on platform-based material.

Evolving With Audience Behavior

Selina Sykes, who is heading the digital initiative, said the company was just evolving with contemporary approaches of reaching consumers. She said participating on platforms “without dampening the fun” was crucial.

“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.

“We are witnessing a departure from a mass communication approach, where we would just broadcast out … Now it’s many conversations, many communities. Changes in digital feeds means that these communities feel niche, but they’re not.

“Having your brand advocated by other people, mentioned by individuals, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects profound shifts taking place in media consumption, with younger consumers devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in declines in broadcast and newspaper ads. In the UK, commercial funding for leading TV channels have declined by over six hundred million pounds in actual value since the end of the last decade.

The Rise of the Creator Economy

It also reflects a media convergence as large companies almost become production houses themselves, collaborating with a multitude of digital creators to promote their goods.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they are dedicating far more hours to Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us people trust recommendations from the creators they engage with more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over big traditional media campaigns, which also enables easier content adjustment to see what works.

The approach is growing. Promotional expenditure on influencer marketing is increasing four times faster than the media industry overall. In the US, it has over doubled since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to shape the national conversation.

The executive noted: “A top-tier ROI marketing event is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”