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First identified more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline may not seem like an natural focus for online content feeds.

Nonetheless, its ascent as a TikTok talking point has positioned it at the vanguard of an advertising revolution, seeing big businesses investing heavily in content creators and devoting less capital to advertising goods in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who saw laborers applying to their skin with a derivative of drilling. Currently, a wave of amateur-created clips have recorded its extensive utilization in “everyday tips”.

Hailed as a fix for dirty sneakers or making fragrance last longer, as well as a fix for squeaky doors. It has even been deployed to prevent the annoyance of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, marketers at Unilever amplified the hacks by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. Similarly supported were ideas it could prolong perfume and revive leather bags. Claims that it would whiten teeth or lengthen eyelashes were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This tracking of digital spaces to guide corporate planning has been dubbed “social listening”. The company's chief executive, newly named, has stated the intention is to spend a full fifty percent of its huge ad budget on platform-based material.

Shifting to Modern Engagement

Selina Sykes, who is heading the digital initiative, said the company was just evolving with contemporary approaches of connecting with customers. She said interacting online “without spoiling the atmosphere” was paramount.

“How can companies join discussions credibly? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and discussing household products.

“There’s this moving away from a one-to-many model, where we would just send out ads … 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 consumers, recommended by peers, that is how you can build trust and relevance. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The strategy reflects dramatic transformations taking place in media consumption, with the youth demographic spending more time on digital networks than television, magazines or radio.

This change is evidenced by declines in traditional media advertising. 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

It also reflects a merging of functions as brands effectively act as media producers, linking up with hundreds of content creators to promote their goods.

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 digital video and image apps than they are watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the personalities they subscribe to more than they trust ads. That’s a consistent trend.”

He added firms may also cut expenditures by focusing on influencers over large-scale legacy ad buys, which also permits simpler message refinement to test effectiveness.

Such methods are increasing. Marketing investment on digital creator partnerships is increasing four times faster than the media industry overall. Across the United States, it has over doubled since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, experts said they believed TV advertising still had a prominent role to play, as networks still held the capability to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”