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As a product discovered over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline could hardly be considered an obvious target for social media algorithms.

Nonetheless, its ascent as a TikTok talking point has positioned it at the vanguard of an advertising revolution, in which large companies are investing heavily in content creators and reducing expenditure on marketing items in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Today, a spree of content from users have chronicled its broad application in “life hacks”.

Hailed as a remedy for cleaning shoes or making fragrance last longer, as well as a fix 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, marketers at Unilever amplified the hacks by tasking their in-house experts with verification and providing creators with the outcome data.

Assertions that it diminished the sting of chili on the mouth were given the thumbs up. So too were ideas it could prolong perfume and restore leather handbags. Proposals that it might brighten smiles or make eyelashes longer 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 led decision-makers to dramatically increase investment in content creators.

This observation of social channels to inform business strategy has been dubbed “social listening”. Unilever's CEO, recently appointed, has indicated the goal is to spend a full fifty percent of its huge ad budget on social media content.

Adapting to New Consumer Habits

A leading Unilever executive, who is leading the online push, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “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 discussing household products.

“We are witnessing a departure from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, diverse communities. Changes in digital feeds means that these groups seem specialized, however, they are large.

“Ensuring your product is discussed by users, mentioned by individuals, this builds credibility and connection. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The approach indicates profound shifts occurring in how media is consumed, with Gen Z and millennial audiences devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by declines in TV and print advertising. In the UK, ad revenues for major broadcasters have fallen by more than £600m in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a blurring of media roles as brands effectively act as media producers, partnering with numerous influencers to enhance their items.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers from conventional channels and they’re spending a lot more time on digital video and image apps than they are watching live TV or reading print.

“A lot of brands are telling us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He added firms may also cut expenditures by targeting content creators over big traditional media campaigns, which also permits simpler message refinement to gauge performance.

The approach is growing. Marketing investment on influencer marketing is increasing four times faster than the broader media sector. In the US, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Even with this transformation, industry figures said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to shape the national conversation.

Sykes said: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”