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First identified over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline might not appear as an natural focus for digital platform algorithms.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an advertising revolution, in which large companies are investing heavily in content creators and devoting less capital to promoting products in conventional outlets.

A Journey from Drilling to Digital

Originally produced in the 1870s by chemist Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Now, a flood of amateur-created clips have chronicled its broad application in “life hacks”.

Promoted as a solution for polishing footwear or extending perfume longevity, and also a remedy for squeaky doors. It has even been deployed to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

Detecting the product’s new life online, strategists within the corporation boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the burn from hot food on the lips were given the thumbs up. Similarly supported were ideas it could prolong perfume and revive leather bags. Proposals that it might brighten smiles or make eyelashes longer were refuted.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has helped convince executives to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. Unilever's CEO, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Evolving With Audience Behavior

A leading Unilever executive, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of engaging audiences. She said engaging on social media “without dampening the fun” was paramount.

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, diverse communities. The shift of the algorithms means that these communities feel niche, however, they are large.

“If you can make sure your brand is shared by users, recommended by peers, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

This plan mirrors seismic changes taking place in media consumption, with Gen Z and millennial audiences allocating more attention to social media platforms than television, magazines or radio.

This change is evidenced by drops in TV and print advertising. Within the United Kingdom, commercial funding for leading TV channels have dropped substantially in real terms since 2019.

The Creator Economy Boom

It also reflects a merging of functions as large companies almost become production houses themselves, linking up with hundreds of content creators to promote their goods.

An industry expert from a leading agency said: “Naturally, an exodus of attention from conventional channels and their time is increasingly on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us people trust recommendations from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He added firms may also cut expenditures by investing in creators over big traditional media campaigns, which also enables easier content adjustment to test effectiveness.

This strategy is expanding. Advertising spending on the creator economy is increasing four times faster than total media spending. Stateside, it has over doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, executives said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to shape the national conversation.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”