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First identified over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an clear candidate for digital platform algorithms.

Nonetheless, its ascent as a popular subject on TikTok has placed it at the forefront of an promotional upheaval, where major corporations are allocating substantial funds to content creators and putting fewer resources into promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a byproduct of the drilling process. Today, a spree of amateur-created clips have recorded its extensive utilization in “practical tricks”.

Promoted as a fix for dirty sneakers or extending perfume longevity, as well as a fix for noisy doorways. It has even been deployed to stop the scourge of chip seasoning clinging to fingers.

Leveraging the Buzz

Spotting its digital renaissance, marketers at Unilever 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 validated. Similarly supported were ideas it could prolong perfume and rejuvenate purses. Proposals that it might bleach teeth or lengthen eyelashes were refuted.

The ‘Digital Ear’ Approach

Billboards and TV ads 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 labeled “social listening”. The company's chief executive, newly named, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without killing the party” was paramount.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, back to when people were hanging out their laundry and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just broadcast out … Today, it's numerous dialogues, various groups. The shift of the algorithms means that these communities feel niche, but they’re not.

“Having your brand advocated by consumers, mentioned by individuals, that fosters reliability and pertinence. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The strategy reflects dramatic transformations taking place in media consumption, with younger consumers allocating more attention to social media platforms than television, magazines or radio.

The shift is reflected in falling revenues for TV and print advertising. In the UK, advertising income for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

The Rise of the Creator Economy

This further signifies a merging of functions as brands effectively act as media producers, linking up with a multitude of digital creators to enhance their items.

Leon Harlow said: “Naturally, an exodus of attention out of certain traditional media outlets and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

Such methods are increasing. Advertising spending on influencer marketing is rising at quadruple the rate than the broader media sector. In the US, it has more than doubled since 2021 and is forecast to attain substantial figures in 2025.

TV's Lasting Role

Regardless of the massive shift, industry figures said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

The executive noted: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”