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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 social media algorithms.

Nonetheless, its ascent as a popular subject on TikTok has placed it at the forefront of an advertising revolution, seeing big businesses investing heavily in content creators and reducing expenditure on advertising goods in traditional media.

A Journey from Drilling to Digital

First created commercially 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 fix for dirty sneakers or prolonging the scent of perfume, as well as a fix for noisy doorways. Its use has even extended to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, executives at the multinational enhanced the tricks by asking their own scientists to test them and letting the content creators in on the results.

Assertions that it diminished the sensation of spicy food on lips were validated. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Suggestions it could bleach teeth or lengthen eyelashes were disproven.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. However, this online trend has helped convince executives to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. The company's chief executive, newly named, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is heading the digital initiative, said the company was just evolving with contemporary approaches of engaging audiences. She said participating on platforms “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, back to when people were hanging out their laundry and talking about what they used.

“The trend is shifting from a mass communication approach, where we would just broadcast out … Today, it's numerous dialogues, diverse communities. The evolution of platform algorithms means that these communities feel niche, however, they are large.

“If you can make sure your brand is shared by other people, talked about by other people, that fosters reliability and pertinence. Content makers are key. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects dramatic transformations occurring in how media is consumed, with the youth demographic devoting greater hours to digital networks than legacy broadcast and print media.

The transition is visible in falling revenues for traditional media advertising. Within the United Kingdom, commercial funding for major broadcasters have declined by over six hundred million pounds in real terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a blurring of media roles as corporations essentially turn into content studios, partnering with numerous influencers to enhance their items.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers from conventional channels and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us people trust recommendations from the individuals they follow over traditional advertisements. This is a persistent pattern.”

He said brands could also save money by targeting content creators over big traditional media campaigns, which also enables easier content adjustment to see what works.

This strategy is expanding. Advertising spending on digital creator partnerships is growing fourfold quicker than the media industry overall. Stateside, it has over doubled since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Even with this transformation, industry figures said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to frame public debate.

She added: “Among the most effective advertising investments is still major broadcast spectacles. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”