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Originally found more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an obvious target for digital platform algorithms.

However, its rise as a popular subject on TikTok 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 conventional outlets.

The Path from Petroleum to Platforms

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a derivative of drilling. Now, a flood of content from users have recorded its extensive utilization in “everyday tips”.

Promoted as a solution for polishing footwear or extending perfume longevity, along with a cure for squeaky doors. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Harnessing the Hype

Detecting the product’s new life online, executives at the multinational boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. So too were ideas it could prolong perfume and rejuvenate purses. Suggestions it could whiten teeth or extend lashes were disproven.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. However, this online trend has helped convince executives to dramatically increase investment in content creators.

This monitoring of online platforms to shape commercial tactics has been termed “social listening”. The company's chief executive, newly named, has stated the intention is to spend half of its colossal advertising budget on social media content.

Evolving With Audience Behavior

A leading Unilever executive, 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.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, since the era of community gossip and discussing household products.

“We are witnessing a departure from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, various groups. The shift of the algorithms means that these communities feel niche, yet they are vast.

“If you can make sure your brand is shared by consumers, talked about by other people, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors profound shifts taking place in media consumption, with Gen Z and millennial audiences allocating more attention to social media platforms than television, magazines or radio.

The transition is visible in falling revenues for broadcast and newspaper ads. Across Britain, advertising income for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a blurring of media roles as large companies almost become production houses themselves, partnering with numerous influencers to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences away from some legacy media 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 audiences believe endorsements from the creators they engage with over traditional advertisements. That’s a consistent trend.”

He added firms may also cut expenditures by investing in creators over large-scale legacy ad buys, which also permits simpler message refinement to see what works.

Such methods are increasing. Promotional expenditure on influencer marketing is increasing four times faster than total media spending. Stateside, it has more than doubled since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

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

She added: “One of the highest return-on-investment media opportunities is still the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”