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Originally found over 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline might not appear as an obvious target for online content feeds.

Yet the brand’s emergence as a popular subject on TikTok has thrust it into the lead of an advertising revolution, where major corporations are spending big on content creators and devoting less capital to advertising goods in legacy broadcasters.

A Journey from Drilling to Digital

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Currently, a wave of content from users have recorded its extensive utilization in “life hacks”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for noisy doorways. It has even been deployed to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Spotting its digital renaissance, marketers at Unilever enhanced the tricks by asking their own scientists to test them and providing creators with the outcome data.

Suggestions that it lessened the sting of chili on the mouth were confirmed. So too were ideas it could extend fragrance and rejuvenate purses. Claims that it would bleach teeth or make eyelashes longer were refuted.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has led decision-makers to dramatically increase investment in content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. Unilever's CEO, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Evolving With Audience Behavior

A leading Unilever executive, who is leading the online push, said the company was simply adapting to new ways of engaging audiences. She said interacting online “without dampening the fun” 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 discussing household products.

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

“Having your brand advocated by consumers, mentioned by individuals, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations happening in audience habits, with younger consumers allocating more attention to digital networks than television, magazines or radio.

The shift is reflected in declines in traditional media advertising. In the UK, advertising income for major broadcasters have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

This further signifies a media convergence as brands effectively act as media producers, linking up with a multitude of digital creators to promote their goods.

An industry expert from a leading agency said: “Naturally, an exodus of attention away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us people trust recommendations from the personalities they subscribe to more than they trust ads. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over big traditional media campaigns, which also enables easier content adjustment to see what works.

This strategy is expanding. Promotional expenditure on the creator economy is increasing four times faster than total media spending. Stateside, it has increased by over 100% since 2021 and is projected to reach multi-billion dollar sums 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 broadcasters retained the power to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”