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Originally found over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an obvious target for online content feeds.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an advertising revolution, where major corporations are spending big on content creators and putting fewer resources into marketing items in legacy broadcasters.

A Journey from Drilling to Digital

First created commercially in the 1870s by scientist Robert Cheeseborough, who saw laborers using on their skin with a byproduct of the drilling process. Currently, a wave of user-generated videos have chronicled its broad application in “everyday tips”.

It has been touted as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for noisy doorways. Its use has even extended to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational 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 given the thumbs up. This was also the case for ideas it could prolong perfume and rejuvenate purses. Suggestions it could brighten smiles or extend lashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. Yet this viral episode 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, recently appointed, has suggested it is aiming to spend a full fifty percent of its huge ad budget on social media content.

Shifting to Modern Engagement

The company's social media lead, who is heading the digital initiative, said the company was just evolving with contemporary approaches of connecting with customers. She said engaging on social media “without killing the party” was crucial.

“How do brands authentically become part of the conversation? This remains our core objective 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 transmit messages … Currently, it's countless discussions, diverse communities. The shift of the algorithms means that these groups seem specialized, however, they are large.

“Ensuring your product is discussed by users, recommended by peers, 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 taking place in media consumption, with the youth demographic spending more time on social media platforms than legacy broadcast and print media.

The transition is visible in declines in TV and print advertising. In the UK, ad revenues for primary networks have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

It also reflects a merging of functions as large companies almost become production houses themselves, collaborating with numerous influencers to promote their goods.

Leon Harlow said: “Obviously there’s a flow of audiences out of certain traditional media outlets 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 audiences believe endorsements from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He added firms may also cut expenditures by focusing on influencers over large-scale legacy ad buys, which also allows them to tweak their content more easily to test effectiveness.

The approach is growing. Advertising spending on digital creator partnerships is increasing four times faster than the broader media sector. In the US, it has over doubled since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, industry figures said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to frame public debate.

She added: “A top-tier ROI marketing event is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”