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Originally found over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline may not seem like an obvious target for digital platform algorithms.

However, its rise as a popular subject on TikTok has thrust it into the lead of an advertising revolution, where major corporations are investing heavily in content creators and putting fewer resources into advertising goods in legacy broadcasters.

A Journey from Drilling to Digital

First created commercially in the 1870s by chemist Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Currently, a wave of amateur-created clips have recorded its extensive utilization in “life hacks”.

Promoted as a solution for polishing footwear or extending perfume longevity, along with a cure for squeaky doors. It has even been deployed to prevent the annoyance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, marketers at Unilever enhanced the tricks by tasking their in-house experts with verification and letting the content creators in on the results.

Suggestions that it lessened the sting of chili on the mouth were confirmed. This was also the case for ideas it could extend fragrance and restore leather handbags. Claims that it would whiten teeth or extend lashes were disproven.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Fernando Fernández, newly named, has suggested it is aiming to spend half of its colossal advertising budget on platform-based material.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was merely adjusting to novel methods of engaging audiences. She said interacting online “without killing the party” was essential.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, since the era of community gossip and talking about what they used.

“There’s this moving away from a broadcast model, where we would just send out ads … Now it’s many conversations, various groups. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“Ensuring your product is discussed by consumers, talked about by other people, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The approach indicates seismic changes occurring in how media is consumed, with the youth demographic devoting greater hours to social media platforms than legacy broadcast and print media.

The shift is reflected in falling revenues for TV and print advertising. Within the United Kingdom, advertising income for primary networks have declined by over six hundred million pounds in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a blurring of media roles as large companies almost become production houses themselves, partnering with numerous influencers to promote their goods.

Leon Harlow said: “Naturally, an exodus of attention away from some legacy media and they are dedicating far more hours to Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us people trust recommendations from the creators they engage with compared to commercial messages. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to gauge performance.

The approach is growing. Marketing investment on the creator economy is increasing four times faster than the media industry overall. In the US, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Regardless of the massive shift, industry figures said they believed television commercials still played a key part to play, as networks still held the capability to shape the national conversation.

She added: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … I think there’s 100% a place for them.”