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As a product discovered more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline might not appear as an obvious target for online content feeds.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an advertising revolution, in which large companies are spending big on content creators and reducing expenditure on advertising goods in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Currently, a wave of amateur-created clips have recorded its extensive utilization in “practical tricks”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for squeaky doors. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Spotting its digital renaissance, strategists within the corporation amplified the hacks by tasking their in-house experts with verification and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were given the thumbs up. This was also the case for ideas it could extend fragrance and revive leather bags. Suggestions it could bleach teeth or lengthen eyelashes were disproven.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

A leading Unilever executive, who is spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without killing the party” was paramount.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, back to when people were hanging out their laundry and talking about what they used.

“There’s this moving away from a one-to-many model, where we would just send out ads … Currently, it's countless discussions, various groups. The evolution of platform algorithms means that these audiences appear specific, however, they are large.

“Having your brand advocated by users, talked about by other people, that is how you can build trust and relevance. Content makers are key. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The approach indicates seismic changes 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, advertising income for leading TV channels have dropped substantially in real terms since 2019.

The Creator Economy Boom

This further signifies a media convergence as brands effectively act as media producers, linking up with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Naturally, an exodus of attention from conventional channels 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 individuals they follow over traditional advertisements. That’s a consistent trend.”

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

Such methods are increasing. Promotional expenditure on the creator economy is increasing four times faster than total media spending. Across the United States, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, experts said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to shape the national conversation.

She added: “A top-tier ROI marketing event is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Our relevance has faded.’ The focus is on who seizes focus … I think there’s 100% a place for them.”