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First identified over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an natural focus for social media algorithms.

However, its rise as a popular subject on TikTok has thrust it into the lead of an promotional upheaval, where major corporations are spending big on content creators and devoting less capital to promoting products in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have documented the product’s widespread use in “everyday tips”.

Promoted as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for noisy doorways. It has even been deployed to combat the nuisance of crisp flavouring sticking to fingers.

Harnessing the Hype

Detecting the product’s new life online, strategists within the corporation amplified the hacks by asking their own scientists to test them and providing creators with the outcome data.

Assertions that it diminished the burn from hot food on the lips were validated. Similarly supported were ideas it could lengthen scent duration and restore leather handbags. Proposals that it might brighten smiles or lengthen eyelashes were debunked.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have formed the bulk of its promotional efforts. Yet this viral episode has helped convince executives to turbocharge spending on content creators.

This monitoring of online platforms to guide corporate planning has been termed “social listening”. Unilever's CEO, recently appointed, 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 leading the online push, said the company was just evolving with contemporary approaches of connecting with customers. She said interacting online “without dampening the fun” was paramount.

“How can companies join discussions credibly? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and discussing household products.

“There’s this moving away from a one-to-many model, where we would just transmit messages … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by other people, 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 strategy reflects seismic changes occurring in how media is consumed, with Gen Z and millennial audiences allocating more attention to apps like TikTok and Instagram than television, magazines or radio.

The shift is reflected in falling revenues for TV and print advertising. Within the United Kingdom, ad revenues for major broadcasters have declined by over six hundred million pounds in actual value since the end of the last decade.

The Rise of the Creator Economy

Additionally, it points to a merging of functions as large companies almost become production houses themselves, partnering with numerous influencers to promote their goods.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers away from some legacy media and their time is increasingly on digital video and image apps than they are watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also enables easier content adjustment to gauge performance.

The approach is growing. Marketing investment on influencer marketing is growing fourfold quicker than the broader media sector. In the US, it has increased by over 100% since 2021 and is expected to hit multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed TV advertising still had a prominent role to play, as networks still held the capability to drive countrywide discourse.

She added: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”