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First identified over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline may not seem like an clear candidate for social media algorithms.

However, its rise as a TikTok talking point has placed it at the forefront of an advertising revolution, in which large companies are spending big on content creators and putting fewer resources into promoting products in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Today, a spree of amateur-created clips have documented the product’s widespread use in “everyday tips”.

It has been touted as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for creaky hinges. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation amplified the hacks by asking their own scientists to test them and providing creators with the outcome data.

Suggestions that it lessened the burn from hot food on the lips were validated. This was also the case for ideas it could lengthen scent duration and revive leather bags. Suggestions it could brighten smiles or make eyelashes longer were refuted.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. However, this online trend has persuaded leaders to turbocharge spending on content creators.

This monitoring of online platforms to guide corporate planning has been dubbed “social listening”. Unilever's CEO, recently appointed, 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 merely adjusting to novel methods of engaging audiences. She said engaging on social media “without killing the party” 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 talking about what they used.

“The trend is shifting from a one-to-many model, where we would just send out ads … Now it’s many conversations, diverse communities. Changes in digital feeds means that these communities feel niche, but they’re not.

“Ensuring your product is discussed by consumers, talked about by other people, that fosters reliability and pertinence. Content makers are key. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

This plan mirrors seismic changes occurring in how media is consumed, with younger consumers allocating more attention to social media platforms than television, magazines or radio.

This change is evidenced by drops in broadcast and newspaper ads. Across Britain, commercial funding for primary networks have dropped substantially in inflation-adjusted terms since 2019.

The Creator Economy Boom

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

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to digital video and image apps than they are watching live TV or reading print.

“Numerous corporations inform us consumers have more faith in suggestions from the creators they engage with over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

The approach is growing. Promotional expenditure on the creator economy is increasing four times faster than the broader media sector. Across the United States, it has more than doubled since 2021 and is forecast to attain substantial figures in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

Sykes said: “A top-tier ROI marketing event is still events like the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”