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As a product discovered more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline might not appear as an obvious target for online content feeds.

However, its rise as a popular subject on TikTok has thrust it into the lead of an advertising revolution, in which large companies are spending big on content creators and devoting less capital to promoting products in traditional media.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Now, a flood of user-generated videos have chronicled its broad application in “life hacks”.

Hailed as a fix for dirty sneakers or making fragrance last longer, and also a remedy 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, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and providing creators with the outcome data.

Assertions that it diminished the burn from hot food on the lips were given the thumbs up. So too were ideas it could lengthen scent duration and restore leather handbags. Suggestions it could bleach teeth or make eyelashes longer were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This monitoring of online platforms to inform business strategy has been dubbed “social listening”. Unilever's CEO, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

The company's social media lead, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without dampening the fun” was essential.

“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 sharing usage tips.

“There’s this moving away from a mass communication approach, where we would just broadcast out … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these communities feel niche, however, they are large.

“Ensuring your product is discussed by users, talked about by other people, that is how you can build trust and relevance. Influencers are vital for this. We are expanding this endorsement system.”

A Revolutionary Change in Media

This plan mirrors seismic changes occurring in how media is consumed, with the youth demographic allocating more attention to social media platforms than legacy broadcast and print media.

The shift is reflected in drops in TV and print advertising. Across Britain, advertising income for major broadcasters have fallen by more than £600m in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

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

An industry expert from a leading agency said: “Clearly, there is a migration of viewers away from some legacy media 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 more than they trust ads. It's an ongoing shift.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

This strategy is expanding. Advertising spending on influencer marketing is rising at quadruple the rate than the media industry overall. Across the United States, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed television commercials still played a key part to play, as networks still held the capability to shape the national conversation.

She added: “A top-tier ROI marketing event is still the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”