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Originally found over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline might not appear as an obvious target for digital platform algorithms.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an advertising revolution, where major corporations are investing heavily in content creators and devoting less capital to marketing items in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who saw laborers applying to their skin with a derivative of drilling. Today, a spree of amateur-created clips have chronicled its broad application in “practical tricks”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, as well as a fix for noisy doorways. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, executives at the multinational boosted the tips by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. This was also the case for ideas it could extend fragrance and restore leather handbags. Claims that it would whiten teeth or make eyelashes longer were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials 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 tracking of digital spaces to inform business strategy has been termed “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend a full fifty percent of its huge ad budget on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was just evolving with contemporary approaches of engaging audiences. She said interacting online “without dampening the fun” was essential.

“What is the key to genuine brand integration? This remains our core objective 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 send out ads … Currently, it's countless discussions, diverse communities. The shift of the algorithms means that these groups seem specialized, yet they are vast.

“Having your brand advocated by consumers, mentioned by individuals, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects profound shifts taking place in media consumption, with younger consumers allocating more attention to digital networks than legacy broadcast and print media.

The shift is reflected in declines in TV and print advertising. Within the United Kingdom, advertising income for primary networks have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

It also reflects a merging of functions as brands effectively act as media producers, linking up 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’re spending a lot more time on digital video and image apps than they are watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the creators they engage with compared to commercial messages. This is a persistent pattern.”

He noted companies can reduce costs by investing in creators over large-scale legacy ad buys, 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 rising at quadruple the rate than total media spending. Across the United States, it has more than doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to frame public debate.

Sykes said: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”