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As a product discovered over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an obvious target for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has thrust it into the lead of an advertising revolution, where major corporations are spending big on content creators and putting fewer resources into promoting products in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a derivative of drilling. Now, a flood of content from users have recorded its extensive utilization in “everyday tips”.

Promoted as a fix for dirty sneakers or prolonging the scent of perfume, as well as a fix for squeaky doors. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, strategists within the corporation boosted the tips by asking their own scientists to test them and providing creators with the outcome data.

Assertions that it diminished the sting of chili on the mouth were validated. So too were ideas it could extend fragrance and rejuvenate purses. Suggestions it could brighten smiles or extend lashes were disproven.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. Unilever's CEO, recently appointed, has indicated the goal is to spend a full fifty percent of its huge ad budget on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was just evolving with contemporary approaches of connecting with customers. She said interacting online “without spoiling the atmosphere” was crucial.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a broadcast model, where we would just broadcast out … Now it’s many conversations, various groups. The shift of the algorithms means that these groups seem specialized, yet they are vast.

“Having your brand advocated by other people, talked about by other people, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Seismic Media Shift

The approach indicates profound shifts taking place in media consumption, with younger consumers spending more time on digital networks than legacy broadcast and print media.

This change is evidenced by falling revenues for traditional media advertising. Across Britain, ad revenues for major broadcasters have dropped substantially in real terms since 2019.

The Creator Economy Boom

This further signifies a blurring of media roles as large companies almost become production houses themselves, partnering with a multitude of digital creators to boost their products.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us consumers have more faith in suggestions from the personalities they subscribe to compared to commercial messages. It's an ongoing shift.”

He added firms may also cut expenditures by investing in creators over big traditional media campaigns, which also allows them to tweak their content more easily to test effectiveness.

This strategy is expanding. Marketing investment on digital creator partnerships is rising at quadruple the rate than the media industry overall. Stateside, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

TV's Lasting Role

Regardless of the massive shift, industry figures said they believed television commercials still played a key part to play, as networks still held the capability to drive countrywide discourse.

Sykes said: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”