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Originally found over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an natural focus for digital platform algorithms.

However, its rise as a popular subject on TikTok has placed it at the forefront of an advertising revolution, in which large companies are spending big on content creators and devoting less capital to promoting products in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a derivative of drilling. Now, a flood of amateur-created clips have recorded its extensive utilization in “everyday tips”.

It has been touted as a solution for polishing footwear or extending perfume longevity, and also a remedy for noisy doorways. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the sting of chili on the mouth were given the thumbs up. This was also the case for ideas it could extend fragrance and revive leather bags. Proposals that it might whiten teeth or make eyelashes longer were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has helped convince executives to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. Fernando Fernández, newly named, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

A leading Unilever executive, who is spearheading the social media effort, said the company was simply adapting to new ways of connecting with customers. She said engaging on social media “without spoiling the atmosphere” was paramount.

“How can companies join discussions credibly? This remains our core objective as brands, back to when people were hanging out their laundry and discussing household products.

“The trend is shifting from a broadcast model, where we would just send out ads … 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 users, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The approach indicates profound shifts happening in audience habits, with Gen Z and millennial audiences spending more time on digital networks than legacy broadcast and print media.

The shift is reflected in falling revenues for TV and print advertising. In the UK, commercial funding for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

This further signifies a blurring of media roles as brands effectively act as media producers, linking up with a multitude of digital creators to promote their goods.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences away from some legacy media and their time is increasingly on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Many companies report to us audiences believe endorsements from the creators they engage with compared to commercial messages. It's an ongoing shift.”

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to gauge performance.

This strategy is expanding. Advertising spending on the creator economy is increasing four times faster than total media spending. Across the United States, it has over doubled since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, industry figures said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to drive countrywide discourse.

She added: “A top-tier ROI marketing event is still the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … I think there’s 100% a place for them.”