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Originally found over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline may not seem like an clear candidate for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has positioned it at the vanguard of an advertising revolution, in which large companies are investing heavily in content creators and putting fewer resources into marketing items in legacy broadcasters.

The Path from Petroleum to Platforms

First created commercially in the 1870s by chemist Robert Cheeseborough, who saw laborers applying to their skin with a derivative of drilling. Now, a flood of amateur-created clips have chronicled its broad application in “everyday tips”.

Hailed as a solution for polishing footwear or extending perfume longevity, as well as a fix for squeaky doors. It has even been deployed to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could prolong perfume and revive leather bags. Claims that it would whiten teeth or extend lashes were disproven.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to ramp up funding for content creators.

This tracking of digital spaces to shape commercial tactics has been termed “social listening”. Fernando Fernández, newly named, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Evolving With Audience Behavior

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 engaging on social media “without spoiling the atmosphere” was paramount.

“How do brands authentically become part of the conversation? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, many communities. The shift of the algorithms means that these groups seem specialized, yet they are vast.

“Having your brand advocated by other people, recommended by peers, that fosters reliability and pertinence. Influencers are vital for this. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects profound shifts taking place in media consumption, with Gen Z and millennial audiences 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 fallen by more than £600m in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a merging of functions as large companies almost become production houses themselves, collaborating with numerous influencers to boost their products.

Leon Harlow said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they are dedicating far more hours to digital video and image apps than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

Such methods are increasing. Promotional expenditure on the creator economy is increasing four times faster than total media spending. Across the United States, it has over doubled since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to drive countrywide discourse.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”