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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 natural focus for digital platform algorithms.

Yet the brand’s emergence as a popular subject on TikTok has thrust it into the lead of an advertising revolution, seeing big businesses spending big on content creators and devoting less capital to promoting products in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who saw laborers applying to their skin with a derivative of drilling. Now, a flood of user-generated videos have recorded its extensive utilization in “everyday tips”.

Promoted as a solution for polishing footwear or making fragrance last longer, as well as a fix for creaky hinges. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational amplified the hacks by asking their own scientists to test them and providing creators with the outcome data.

Suggestions that it lessened the sensation of spicy food on lips were given the thumbs up. So too were ideas it could prolong perfume and revive leather bags. Suggestions it could brighten smiles or make eyelashes longer were disproven.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have formed the bulk of its promotional efforts. However, this online trend has led decision-makers to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. The company's chief executive, newly named, 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 leading the online push, said the company was merely adjusting to novel methods of reaching consumers. She said interacting online “without spoiling the atmosphere” was paramount.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and sharing usage tips.

“The trend is shifting from a broadcast model, where we would just transmit messages … Currently, it's countless discussions, diverse communities. Changes in digital feeds means that these groups seem specialized, but they’re not.

“If you can make sure your brand is shared by consumers, recommended by peers, that fosters reliability and pertinence. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

This plan mirrors dramatic transformations taking place in media consumption, with the youth demographic devoting greater hours to digital networks than traditional TV, print, or radio.

This change is evidenced by drops in TV and print advertising. In the UK, commercial funding for primary networks have declined by over six hundred million pounds in actual value since the end of the last decade.

The Rise of the Creator Economy

Additionally, it points to a merging of functions as brands effectively act as media producers, linking up with hundreds of content creators to promote their goods.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they’re spending a lot more time on digital video and image apps than they are watching live TV or reading print.

“Numerous corporations inform us consumers have more faith in suggestions from the individuals they follow more than they trust ads. That’s a consistent trend.”

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 see what works.

The approach is growing. Promotional expenditure on influencer marketing is growing fourfold quicker than total media spending. Stateside, it has increased by over 100% since 2021 and is forecast to attain tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed television commercials still played a key part to play, as networks still held the capability to shape the national conversation.

Sykes said: “One of the highest return-on-investment media opportunities is still the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”