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Originally found over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an clear candidate for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has positioned it at the vanguard of an advertising revolution, where major corporations are spending big on content creators and reducing expenditure on advertising goods in legacy broadcasters.

A Journey from Drilling to Digital

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have documented the product’s widespread use in “everyday tips”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, as well as a fix for creaky hinges. Its use has even extended to combat the nuisance of snack dust adhering to hands.

Harnessing the Hype

Detecting the product’s new life online, executives at the multinational boosted the tips by tasking their in-house experts with verification and letting the content creators in on the results.

Claims that Vaseline reduced the burn from hot food on the lips were confirmed. This was also the case for ideas it could lengthen scent duration and revive leather bags. Proposals that it might bleach teeth or make eyelashes longer were debunked.

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 guide corporate planning has been termed “social listening”. Fernando Fernández, freshly instated, has indicated the goal is to spend 50% of its massive marketing spend on social media content.

Evolving With Audience Behavior

Selina Sykes, 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 dampening the fun” was paramount.

“How can companies join discussions credibly? This remains our core objective 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 … Now it’s many conversations, diverse communities. Changes in digital feeds means that these communities feel niche, but they’re not.

“Ensuring your product is discussed by other people, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

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

The transition is visible in drops in broadcast and newspaper ads. Within the United Kingdom, commercial funding for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

The Creator Economy Boom

Additionally, it points to a merging of functions as large companies almost become production houses themselves, partnering with a multitude of digital creators to boost their products.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they are dedicating far more hours to Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us audiences believe endorsements from the personalities they subscribe to compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over large-scale legacy ad buys, which also enables easier content adjustment to see what works.

Such methods are increasing. Marketing investment on digital creator partnerships is increasing four times faster 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, experts said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to frame public debate.

The executive noted: “Among the most effective advertising investments is still the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”