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As a product discovered more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline could hardly be considered an natural focus for social media algorithms.

However, its rise as a viral TikTok topic has positioned it at the vanguard of an advertising revolution, seeing big businesses allocating substantial funds to content creators and putting fewer resources into marketing items in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by scientist Robert Cheeseborough, who saw laborers rubbing their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have recorded its extensive utilization in “life hacks”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for squeaky doors. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation enhanced the tricks by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the burn from hot food on the lips were confirmed. Similarly supported were ideas it could prolong perfume and revive leather bags. Proposals that it might bleach teeth or make eyelashes longer were refuted.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. However, this online trend has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

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

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a mass communication approach, where we would just send out ads … Today, it's numerous dialogues, diverse communities. Changes in digital feeds means that these communities feel niche, yet they are vast.

“If you can make sure your brand is shared by other people, talked about by other people, that is how you can build trust and relevance. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The approach indicates profound shifts occurring in how media is consumed, with younger consumers devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in declines in TV and print advertising. Within the United Kingdom, ad revenues for leading TV channels have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

It also reflects a media convergence as corporations essentially turn into content studios, collaborating with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels 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 compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over large-scale legacy ad buys, which also allows them to tweak their content more easily to test effectiveness.

This strategy is expanding. Advertising spending on digital creator partnerships is rising at quadruple the rate than the broader media sector. Across the United States, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

TV's Lasting Role

Regardless of the massive shift, industry figures said they believed TV advertising still had a prominent role to play, as networks still held the capability to drive countrywide discourse.

The executive noted: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”