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Originally found over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an clear candidate for digital platform algorithms.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an advertising revolution, in which large companies are spending big on content creators and devoting less capital to promoting products in traditional media.

A Journey from Drilling to Digital

First created commercially in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Today, a spree of content from users have recorded its extensive utilization in “practical tricks”.

It has been touted as a fix for dirty sneakers or extending perfume longevity, and also a remedy for creaky hinges. Its use has even extended to stop the scourge of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could prolong perfume and restore leather handbags. Proposals that it might whiten teeth or extend lashes were debunked.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have been the cornerstone of its marketing push. However, this online trend has persuaded leaders to ramp up funding for content creators.

This monitoring of online platforms to shape commercial tactics has been termed “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming 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 spearheading the social media effort, said the company was simply adapting to new ways of engaging audiences. She said participating on platforms “without spoiling the atmosphere” was crucial.

“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.

“The trend is shifting from a mass communication approach, where we would just transmit messages … Currently, it's countless discussions, various groups. The evolution of platform algorithms means that these audiences appear specific, but they’re not.

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

A Fundamental Consumption Turn

The strategy reflects profound shifts taking place in media consumption, with the youth demographic spending more time on digital networks than television, magazines or radio.

This change is evidenced by declines in broadcast and newspaper ads. Across Britain, advertising income for leading TV channels have fallen by more than £600m in actual value since the end of the last decade.

The Creator Economy Boom

Additionally, it points to a media convergence as corporations essentially turn into content studios, collaborating with a multitude of digital creators to enhance their items.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they are dedicating far more hours to digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Many companies report to us audiences believe endorsements from the creators they engage with over traditional advertisements. This is a persistent pattern.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

Such methods are increasing. Advertising spending on the creator economy is increasing four times faster than the broader media sector. Stateside, it has increased by over 100% since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to shape the national conversation.

She added: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”