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Originally found over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline may not seem like an natural focus for online content feeds.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an advertising revolution, in which large companies are investing heavily in content creators and putting fewer resources into promoting products in legacy broadcasters.

The Path from Petroleum to Platforms

First created commercially in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have chronicled its broad application in “everyday tips”.

Promoted as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for creaky hinges. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and letting the content creators in on the results.

Suggestions that it lessened the burn from hot food on the lips were given the thumbs up. This was also the case for ideas it could lengthen scent duration and revive leather bags. Claims that it would whiten teeth or lengthen eyelashes were refuted.

The ‘Social Listening’ Strategy

Billboards and TV ads 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 labeled “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was just evolving with contemporary approaches of engaging audiences. She said interacting online “without spoiling the atmosphere” was essential.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just broadcast out … Today, it's numerous dialogues, various groups. Changes in digital feeds means that these audiences appear specific, however, they are large.

“If you can make sure your brand is shared by consumers, talked about by other people, that is how you can build trust and relevance. 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 television, magazines or radio.

This change is evidenced by drops in TV and print advertising. Across Britain, ad revenues for major broadcasters have dropped substantially in actual value since the end of the last decade.

Influencer Marketing Expansion

This further signifies a media convergence as corporations essentially turn into content studios, collaborating with numerous influencers to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us audiences believe endorsements from the creators they engage with more than they trust ads. That’s a consistent trend.”

He said brands could also save money by investing in creators over big traditional media campaigns, which also permits simpler message refinement to gauge performance.

The approach is growing. Promotional expenditure on digital creator partnerships is growing fourfold quicker than total media spending. Across the United States, it has more than doubled since 2021 and is forecast to attain tens of billions in 2025.

TV's Lasting Role

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to drive countrywide discourse.

Sykes said: “A top-tier ROI marketing event is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ The focus is on who seizes focus … I think there’s 100% a place for them.”