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As a product discovered over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline may not seem like an clear candidate for social media algorithms.

However, its rise as a TikTok talking point has placed it at the forefront of an advertising revolution, seeing big businesses spending big on content creators and devoting less capital to promoting products in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers using on their skin with a byproduct of the drilling process. Now, a flood of content from users have chronicled its broad application in “life hacks”.

It has been touted as a remedy for cleaning shoes or prolonging the scent of perfume, along with a cure for creaky hinges. Its use has even extended to stop the scourge of chip seasoning clinging to fingers.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever boosted the tips by having their research teams evaluate the claims and providing creators with the outcome data.

Suggestions that it lessened the burn from hot food on the lips were given the thumbs up. Similarly supported were ideas it could prolong perfume and restore leather handbags. Suggestions it could brighten smiles or lengthen eyelashes were disproven.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have dominated Unilever’s advertising drive. However, this online trend has led decision-makers to turbocharge spending on content creators.

This observation of social channels to guide corporate planning has been labeled “social listening”. Unilever's CEO, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

The company's social media lead, who is heading the digital initiative, said the company was merely adjusting to novel methods of engaging audiences. She said engaging on social media “without dampening the fun” was crucial.

“How do brands authentically become part of the conversation? This remains our core objective as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just transmit messages … Now it’s many conversations, various groups. Changes in digital feeds means that these communities feel niche, however, they are large.

“Having your brand advocated by consumers, recommended by peers, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations taking place in media consumption, with the youth demographic spending more time on apps like TikTok and Instagram than television, magazines or radio.

The shift is reflected in declines in traditional media advertising. In the UK, advertising income for leading TV channels have declined by over six hundred million pounds in actual value since the end of the last decade.

The Creator Economy Boom

It also reflects a media convergence as brands effectively act as media producers, partnering with a multitude of digital creators to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers from conventional channels and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us people trust recommendations from the personalities they subscribe to more than they trust ads. This is a persistent pattern.”

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

The approach is growing. Marketing investment on digital creator partnerships is growing fourfold quicker than the media industry overall. Stateside, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Even with this transformation, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

Sykes said: “A top-tier ROI marketing event is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”