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First identified more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an obvious target for social media algorithms.

Nonetheless, its ascent as a popular subject on TikTok 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.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers using on their skin with a byproduct of the drilling process. Currently, a wave of amateur-created clips have documented the product’s widespread use in “everyday tips”.

Promoted as a fix for dirty sneakers or making fragrance last longer, along with a cure for creaky hinges. It has even been deployed to combat the nuisance of chip seasoning clinging to fingers.

Leveraging the Buzz

Spotting its digital renaissance, strategists within the corporation enhanced the tricks by tasking their in-house experts with verification and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could extend fragrance and revive leather bags. Suggestions it could brighten smiles or extend lashes were debunked.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to inform business strategy has been termed “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of engaging audiences. She said interacting online “without killing the party” was essential.

“How can companies join discussions credibly? This has perpetually been our aim as brands, back to when people were hanging out their laundry and discussing household products.

“There’s this moving away from a mass communication approach, where we would just transmit messages … Currently, it's countless discussions, various groups. The evolution of platform algorithms means that these groups seem specialized, yet they are vast.

“Ensuring your product is discussed by other people, mentioned by individuals, that is how you can build trust and relevance. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors dramatic transformations happening in audience habits, with Gen Z and millennial audiences allocating more attention to digital networks than television, magazines or radio.

The shift is reflected in falling revenues for TV and print advertising. Within the United Kingdom, advertising income for leading TV channels have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a blurring of media roles as brands effectively act as media producers, partnering with hundreds of content creators to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us consumers have more faith in suggestions from the personalities they subscribe to more than they trust ads. This is a persistent pattern.”

He added firms may also cut expenditures by investing in creators over large-scale legacy ad buys, which also enables easier content adjustment to gauge performance.

This strategy is expanding. Advertising spending on the creator economy is rising at quadruple the rate than the broader media sector. Stateside, it has increased by over 100% since 2021 and is forecast to attain tens of billions in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to shape the national conversation.

The executive noted: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”