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As a product discovered more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline may not seem like an obvious target for online content feeds.

However, its rise as a viral TikTok topic has positioned it at the vanguard of an advertising revolution, where major corporations are allocating substantial funds to content creators and devoting less capital to marketing items in conventional outlets.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Today, a spree of content from users have documented the product’s widespread use in “everyday tips”.

Promoted as a remedy for cleaning shoes or extending perfume longevity, along with a cure for creaky hinges. Its use has even extended to prevent the annoyance of crisp flavouring sticking 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 providing creators with the outcome data.

Assertions that it diminished the burn from hot food on the lips were confirmed. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Proposals that it might brighten smiles or extend lashes were debunked.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have formed the bulk of its promotional efforts. However, this online trend has led decision-makers to dramatically increase investment in content creators.

This tracking of digital spaces to guide corporate planning has been labeled “social listening”. Fernando Fernández, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

The company's social media lead, who is leading the online push, said the company was just evolving with contemporary approaches of reaching consumers. She said engaging on social media “without killing the party” was crucial.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a mass communication approach, where we would just transmit messages … Now it’s many conversations, diverse communities. Changes in digital feeds means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by consumers, mentioned by individuals, that is how you can build trust and relevance. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects seismic changes taking place in media consumption, with younger consumers allocating more attention to social media platforms than traditional TV, print, or radio.

This change is evidenced by declines in broadcast and newspaper ads. In the UK, ad revenues for major broadcasters have fallen by more than £600m in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

This further signifies a media convergence as brands effectively act as media producers, partnering with numerous influencers to enhance their items.

Leon Harlow said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us audiences believe endorsements from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He added firms may also cut expenditures by targeting content creators over large-scale legacy ad buys, which also enables easier content adjustment to test effectiveness.

The approach is growing. Promotional expenditure on influencer marketing is growing fourfold quicker than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Despite the huge changes, experts said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to drive countrywide discourse.

The executive noted: “A top-tier ROI marketing event is still events like the Super Bowl. 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.”