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Originally found over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline could hardly be considered an clear candidate for digital platform algorithms.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an advertising revolution, where major corporations are spending big on content creators and putting fewer resources into promoting products in conventional outlets.

A Journey from Drilling to Digital

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Currently, a wave of user-generated videos have recorded its extensive utilization in “life hacks”.

It has been touted as a fix for dirty sneakers or making fragrance last longer, as well as a fix for noisy doorways. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, marketers at Unilever enhanced the tricks by tasking their in-house experts with verification and sharing the findings with influencers.

Assertions that it diminished the sting of chili on the mouth were validated. Similarly supported were ideas it could extend fragrance and restore leather handbags. Proposals that it might bleach teeth or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. However, this online trend has led decision-makers to ramp up funding for content creators.

This monitoring of online platforms to guide corporate planning has been termed “social listening”. Unilever's CEO, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

Selina Sykes, who is spearheading the social media effort, said the company was simply adapting to new ways of engaging audiences. She said interacting online “without spoiling the atmosphere” was paramount.

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and talking about what they used.

“There’s this moving away from a mass communication approach, where we would just send out ads … Currently, it's countless discussions, various groups. The evolution of platform algorithms means that these communities feel niche, but they’re not.

“Ensuring your product is discussed by consumers, recommended by peers, that fosters reliability and pertinence. Content makers are key. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

This plan mirrors profound shifts happening in audience habits, with the youth demographic allocating more attention to digital networks than legacy broadcast and print media.

The shift is reflected in declines in broadcast and newspaper ads. Across Britain, advertising income for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a blurring of media roles as corporations essentially turn into content studios, partnering with hundreds of content creators to enhance their items.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us consumers have more faith in suggestions from the creators they engage with more than they trust ads. That’s a consistent trend.”

He said brands could also save money by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to test effectiveness.

This strategy is expanding. Promotional expenditure on influencer marketing is increasing four times faster than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is expected to hit multi-billion dollar sums in 2025.

TV's Lasting Role

Even with this transformation, executives said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

Sykes said: “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.”