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First identified more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an obvious target for digital platform algorithms.

However, its rise as a viral TikTok topic has thrust it into the lead of an advertising revolution, seeing big businesses allocating substantial funds to content creators and reducing expenditure on marketing items in legacy broadcasters.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers using on their skin with a byproduct of the drilling process. Today, a spree of content from users have recorded its extensive utilization in “life hacks”.

Hailed as a fix for dirty sneakers or extending perfume longevity, as well as a fix for creaky hinges. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, marketers at Unilever boosted the tips by asking their own scientists to test them and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. So too were ideas it could extend fragrance and revive leather bags. Proposals that it might brighten smiles or lengthen eyelashes were refuted.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

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 interacting online “without dampening the fun” was paramount.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, since the era of community gossip 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 shift of the algorithms means that these communities feel niche, however, they are large.

“Having your brand advocated by other people, recommended by peers, that is how you can build trust and relevance. Influencers are vital for this. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations happening in audience habits, with younger consumers spending more time on social media platforms than legacy broadcast and print media.

The transition is visible in drops in broadcast and newspaper ads. Across Britain, ad revenues for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

The Creator Economy Boom

This further signifies a merging of functions as large companies almost become production houses themselves, linking up with numerous influencers to promote their goods.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers from conventional channels and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us audiences believe endorsements from the creators they engage with more than they trust ads. This is a persistent pattern.”

He noted companies can reduce costs by investing in creators over expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

The approach is growing. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than the media industry overall. In the US, it has more than doubled since 2021 and is forecast to attain tens of billions in 2025.

TV's Lasting Role

Regardless of the massive shift, experts said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”