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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an natural focus for social media algorithms.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an advertising revolution, seeing big businesses investing heavily in content creators and putting fewer resources into promoting products in legacy broadcasters.

The Path from Petroleum to Platforms

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a derivative of drilling. Currently, a wave of amateur-created clips have chronicled its broad application in “everyday tips”.

Promoted as a solution for polishing footwear or extending perfume longevity, along with a cure for squeaky doors. It has even been deployed to prevent the annoyance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation enhanced the tricks by having their research teams evaluate the claims and providing creators with the outcome data.

Suggestions that it lessened the sensation of spicy food on lips were confirmed. So too were ideas it could lengthen scent duration and restore leather handbags. Suggestions it could bleach teeth or lengthen eyelashes were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has helped convince executives to ramp up funding for content creators.

This tracking of digital spaces to inform business strategy has been termed “social listening”. Fernando Fernández, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

The company's social media lead, who is leading the online push, said the company was just evolving with contemporary approaches of reaching consumers. She said participating on platforms “without killing the party” was crucial.

“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 transmit messages … Today, it's numerous dialogues, various groups. Changes in digital feeds means that these groups seem specialized, yet they are vast.

“Having your brand advocated by other people, recommended by peers, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Revolutionary Change in Media

This plan mirrors dramatic transformations happening in audience habits, with the youth demographic devoting greater hours to apps like TikTok and Instagram than television, magazines or radio.

This change is evidenced by drops in broadcast and newspaper ads. Across Britain, ad revenues for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

This further signifies a blurring of media roles as brands effectively act as media producers, partnering with numerous influencers to enhance their items.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they’re spending a lot more time on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He said brands could also save money by investing in creators over large-scale legacy ad buys, which also enables easier content adjustment to gauge performance.

Such methods are increasing. Advertising spending on the creator economy is increasing four times faster than the broader media sector. Across the United States, it has over doubled since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, executives said they believed broadcast ads retained significant importance to play, as networks still held the capability to frame public debate.

She added: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”