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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline could hardly be considered an obvious target for digital platform algorithms.

Yet the brand’s emergence as a popular subject on TikTok has positioned it at the vanguard of an advertising revolution, seeing big businesses investing heavily in content creators and putting fewer resources into advertising goods in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers using on their skin with a derivative of drilling. Now, a flood of amateur-created clips have recorded its extensive utilization in “practical tricks”.

Promoted as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for noisy doorways. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, strategists within the corporation amplified the hacks by asking their own scientists to test them and letting the content creators in on the results.

Claims that Vaseline reduced the burn from hot food on the lips were confirmed. This was also the case for ideas it could prolong perfume and restore leather handbags. Suggestions it could brighten smiles or make eyelashes longer were refuted.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to ramp up funding for content creators.

This monitoring of online platforms to guide corporate planning has been dubbed “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Evolving With Audience Behavior

A leading Unilever executive, who is spearheading the social media effort, 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? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a mass communication approach, where we would just broadcast out … Currently, it's countless discussions, many communities. The shift of the algorithms means that these communities feel niche, however, they are large.

“Having your brand advocated by consumers, talked about by other people, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The strategy reflects profound shifts occurring in how media is consumed, with the youth demographic spending more time on apps like TikTok and Instagram than television, magazines or radio.

This change is evidenced by declines in TV and print advertising. Within the United Kingdom, advertising income for primary networks have dropped substantially in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a media convergence as brands effectively act as media producers, partnering with hundreds of content creators to boost their products.

Leon Harlow said: “Naturally, an exodus of attention away from some legacy media and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us people trust recommendations from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over large-scale legacy ad buys, which also enables easier content adjustment to gauge performance.

This strategy is expanding. Promotional expenditure on the creator economy is growing fourfold quicker than total media spending. Stateside, it has increased by over 100% since 2021 and is forecast to attain multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Despite the huge changes, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to drive countrywide discourse.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”