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As a product discovered over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline could hardly be considered an clear candidate for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an advertising revolution, seeing big businesses spending big on content creators and putting fewer resources into marketing items in legacy broadcasters.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who observed drillers using on their skin with a derivative of drilling. Today, a spree of content from users have recorded its extensive utilization in “life hacks”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for squeaky doors. It has even been deployed to combat the nuisance of crisp flavouring sticking to fingers.

Harnessing the Hype

Noticing its viral resurgence, executives at the multinational amplified the hacks by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the burn from hot food on the lips were confirmed. This was also the case for ideas it could extend fragrance and revive leather bags. Suggestions it could bleach teeth or lengthen eyelashes were debunked.

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 monitoring of online platforms to guide corporate planning has been termed “social listening”. Fernando Fernández, newly named, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was merely adjusting to novel methods of engaging audiences. She said participating on platforms “without dampening the fun” 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 sharing usage tips.

“The trend is shifting from a mass communication approach, where we would just broadcast out … Today, it's numerous dialogues, many communities. The evolution of platform algorithms means that these groups seem specialized, but they’re not.

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

A Seismic Media Shift

This plan mirrors seismic changes happening in audience habits, with younger consumers spending more time on digital networks than legacy broadcast and print media.

The transition is visible in declines in TV and print advertising. Across Britain, ad revenues for leading TV channels have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

This further signifies a merging of functions as brands effectively act as media producers, partnering with a multitude of digital creators to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on digital video and image apps than they are consuming linear broadcasts or printed matter.

“Many companies report to us consumers have more faith in suggestions from the creators they engage with compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also enables easier content adjustment to see what works.

Such methods are increasing. Promotional expenditure on the creator economy is rising at quadruple the rate than total media spending. Stateside, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Despite the huge changes, 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: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”