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

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an advertising revolution, seeing big businesses investing heavily in content creators and putting fewer resources into marketing items in legacy broadcasters.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Currently, a wave of content from users have chronicled its broad application in “practical tricks”.

Hailed 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 chip seasoning clinging to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, marketers at Unilever boosted the tips by tasking their in-house experts with verification and letting the content creators in on the results.

Suggestions that it lessened the sting of chili on the mouth were validated. So too were ideas it could lengthen scent duration and restore leather handbags. Suggestions it could bleach teeth or make eyelashes longer were refuted.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has helped convince executives to dramatically increase investment in content creators.

This monitoring of online platforms to inform business strategy has been labeled “social listening”. Fernando Fernández, newly named, has indicated the goal is to spend half of its colossal advertising budget 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 connecting with customers. 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, since the era of community gossip and sharing usage tips.

“There’s this moving away from a one-to-many model, where we would just transmit messages … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“Ensuring your product is discussed by other people, mentioned by individuals, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The approach indicates profound shifts taking place in media consumption, with Gen Z and millennial audiences allocating more attention to social media platforms than legacy broadcast and print media.

This change is evidenced by falling revenues for broadcast and newspaper ads. Within the United Kingdom, ad revenues for leading TV channels have fallen by more than £600m in actual value since the end of the last decade.

Influencer Marketing Expansion

Additionally, it points to a media convergence as brands effectively act as media producers, linking up with hundreds of content creators to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us audiences believe endorsements from the personalities they subscribe to more than they trust ads. This is a persistent pattern.”

He noted companies can reduce costs by targeting content creators over large-scale legacy ad buys, which also enables easier content adjustment to test effectiveness.

The approach is growing. Marketing investment 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 multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, executives said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to drive countrywide discourse.

She added: “Among the most effective advertising investments is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”