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Originally found more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an obvious target for online content feeds.

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an advertising revolution, in which large companies are allocating substantial funds to content creators and reducing expenditure on advertising goods in conventional outlets.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Now, a flood of user-generated videos have documented the product’s widespread use in “life hacks”.

It has been touted as a fix for dirty sneakers or making fragrance last longer, and also a remedy for creaky hinges. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Suggestions that it lessened the burn from hot food on the lips were validated. So too were ideas it could prolong perfume and rejuvenate purses. Suggestions it could bleach teeth or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to ramp up funding for content creators.

This monitoring of online platforms to guide corporate planning has been termed “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of reaching consumers. 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, dating to when neighbors chatted over fences and talking about what they used.

“There’s this moving away from a one-to-many model, where we would just broadcast out … Today, it's numerous dialogues, many communities. Changes in digital feeds means that these audiences appear specific, yet they are vast.

“Ensuring your product is discussed by users, recommended by peers, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects profound shifts happening in audience habits, with younger consumers devoting greater hours to digital networks than television, magazines or radio.

This change is evidenced by falling revenues for broadcast and newspaper ads. In the UK, advertising income for leading TV channels have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

This further signifies a blurring of media roles as brands effectively act as media producers, linking up 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 they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us audiences believe endorsements 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 permits simpler message refinement to see what works.

This strategy is expanding. Promotional expenditure on influencer marketing is growing fourfold quicker than total media spending. In the US, it has increased by over 100% since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

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

The executive noted: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”