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First identified over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an obvious target for social media algorithms.

Nonetheless, its ascent as a popular subject on TikTok has positioned it at the vanguard of an advertising revolution, in which large companies are investing heavily in content creators and devoting less capital to marketing items in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers using on their skin with a residue from oil extraction. Now, a flood of user-generated videos have documented the product’s widespread use in “life hacks”.

Promoted as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for squeaky doors. It has even been deployed to stop the scourge of snack dust adhering to hands.

Leveraging the Buzz

Spotting its digital renaissance, strategists within the corporation enhanced the tricks by tasking their in-house experts with verification and providing creators with the outcome data.

Suggestions that it lessened the sensation of spicy food on lips were confirmed. Similarly supported were ideas it could extend fragrance and restore leather handbags. Suggestions it could bleach teeth or make eyelashes longer were disproven.

A Plan Built on ‘Social Listening’

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

This tracking of digital spaces to guide corporate planning has been termed “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

A leading Unilever executive, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said interacting online “without dampening the fun” was essential.

“What is the key to genuine brand integration? This remains our core objective as brands, dating to when neighbors chatted over fences and talking about what they used.

“The trend is shifting from a one-to-many model, where we would just transmit messages … Now it’s many conversations, various groups. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“Having your brand advocated by users, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors dramatic transformations occurring in how media is consumed, with younger consumers spending more time on digital networks than legacy broadcast and print media.

The transition is visible in declines in TV and print advertising. In the UK, advertising income for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

The Creator Economy Boom

This further signifies a merging of functions as brands effectively act as media producers, collaborating with numerous influencers to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers from conventional channels and they’re spending a lot more time on digital video and image apps than they are watching live TV or reading print.

“Many companies report to us consumers have more faith in suggestions from the creators they engage with over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over big traditional media campaigns, which also permits simpler message refinement to gauge performance.

The approach is growing. Marketing investment on the creator economy is increasing four times faster than total media spending. Across the United States, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Regardless of the massive shift, experts said they believed television commercials still played a key part to play, as networks still held the capability to drive countrywide discourse.

Sykes said: “Among the most effective advertising investments is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”