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First identified over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline might not appear as an natural focus for digital platform algorithms.

However, its rise as a TikTok talking point has positioned it at the vanguard of an advertising revolution, seeing big businesses spending big on content creators and devoting less capital to advertising goods in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Currently, a wave of user-generated videos have chronicled its broad application in “practical tricks”.

It has been touted as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for squeaky doors. Its use has even extended to combat the nuisance of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the sensation of spicy food on lips were validated. Similarly supported were ideas it could prolong perfume and restore leather handbags. Proposals that it might bleach teeth or lengthen eyelashes were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This tracking of digital spaces to inform business strategy has been dubbed “social listening”. Fernando Fernández, recently appointed, has suggested it is aiming to spend a full fifty percent of its huge ad budget on platform-based material.

Shifting to Modern Engagement

A leading Unilever executive, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without spoiling the atmosphere” was essential.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and discussing household products.

“There’s this moving away from a broadcast model, where we would just send out ads … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“If you can make sure your brand is shared by consumers, mentioned by individuals, that is how you can build trust and relevance. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

This plan mirrors profound shifts happening in audience habits, with the youth demographic spending more time on social media platforms than television, magazines or radio.

The shift is reflected in falling revenues for broadcast and newspaper ads. Across Britain, ad revenues 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

This further signifies a media convergence as large companies almost become production houses themselves, partnering with hundreds of content creators to enhance their items.

Leon Harlow said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the creators they engage with over traditional advertisements. It's an ongoing shift.”

He said brands could also save money by targeting content creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to see what works.

Such methods are increasing. Marketing investment on the creator economy is growing fourfold quicker than total media spending. In the US, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as networks still held the capability to drive countrywide discourse.

She added: “A top-tier ROI marketing event is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”