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First identified more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline may not seem like an obvious target for social media algorithms.

However, its rise as a TikTok talking point has positioned it at the vanguard of an advertising revolution, seeing big businesses investing heavily in content creators and devoting less capital to promoting products in traditional media.

The Path from Petroleum to Platforms

First created commercially in the 1870s by chemist Robert Cheeseborough, who saw laborers using on their skin with a derivative of drilling. Today, a spree of user-generated videos have chronicled its broad application in “practical tricks”.

It has been touted as a solution for polishing footwear or extending perfume longevity, as well as a fix for noisy doorways. Users have even applied it to stop the scourge of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational amplified the hacks 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 confirmed. So too were ideas it could extend fragrance and restore leather handbags. Claims that it would whiten teeth or extend lashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to inform business strategy has been labeled “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of engaging audiences. She said interacting online “without spoiling the atmosphere” was paramount.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a one-to-many model, where we would just send out ads … Today, it's numerous dialogues, many communities. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“Ensuring your product is discussed by users, talked about by other people, that is how you can build trust and relevance. Influencers are vital for this. We are expanding this endorsement system.”

A Revolutionary Change in Media

The approach indicates seismic changes occurring in how media is consumed, with Gen Z and millennial audiences spending more time on apps like TikTok and Instagram than legacy broadcast and print media.

The transition is visible in falling revenues for TV and print advertising. Within the United Kingdom, commercial funding for primary networks have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a merging of functions as large companies almost become production houses themselves, collaborating with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us consumers have more faith in suggestions from the personalities they subscribe to over traditional advertisements. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over big traditional media campaigns, which also enables easier content adjustment to test effectiveness.

This strategy is expanding. Advertising spending on influencer marketing is increasing four times faster than the media industry overall. Stateside, it has increased by over 100% since 2021 and is forecast to attain substantial figures in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, experts said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

Sykes said: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”