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First identified more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline may not seem like an clear candidate for digital platform algorithms.

Yet the brand’s emergence as a viral TikTok topic has thrust it into the lead of an advertising revolution, seeing big businesses investing heavily in content creators and reducing expenditure on promoting products in legacy broadcasters.

The Path from Petroleum to Platforms

Originally produced in the 1870s by scientist Robert Cheeseborough, who saw laborers using on their skin with a byproduct of the drilling process. Today, a spree of amateur-created clips have chronicled its broad application in “life hacks”.

Promoted as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for squeaky doors. Its use has even extended to stop the scourge of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, 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 burn from hot food on the lips were validated. So too were ideas it could prolong perfume and rejuvenate purses. Proposals that it might whiten teeth or make eyelashes longer were debunked.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. However, this online trend has helped convince executives to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. Unilever's CEO, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

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

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just send out ads … Currently, it's countless discussions, various groups. Changes in digital feeds means that these groups seem specialized, but they’re not.

“Having your brand advocated by consumers, recommended by peers, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The approach indicates seismic changes taking place in media consumption, with the youth demographic spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by drops in traditional media advertising. Within the United Kingdom, ad revenues for major broadcasters have declined by over six hundred million pounds in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a media convergence as brands effectively act as media producers, collaborating with a multitude of digital creators to boost their products.

An industry expert from a leading agency said: “Naturally, an exodus of attention out of certain traditional media outlets and they are dedicating far more hours to Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

This strategy is expanding. Advertising spending on digital creator partnerships is increasing four times faster than the media industry overall. In the US, it has over doubled since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, industry figures said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to shape the national conversation.

Sykes said: “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.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”