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Originally found over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an clear candidate for digital platform algorithms.

However, its rise as a viral TikTok topic has thrust it into the lead of an advertising revolution, in which large companies are spending big on content creators and putting fewer resources into advertising goods in legacy broadcasters.

The Path from Petroleum to Platforms

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who saw laborers rubbing their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have chronicled its broad application in “practical tricks”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, along with a cure for squeaky doors. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Detecting the product’s new life online, executives at the multinational boosted the tips by having their research teams evaluate the claims and providing creators with the outcome data.

Assertions that it diminished the sensation of spicy food on lips were validated. So too were ideas it could lengthen scent duration and restore leather handbags. Proposals that it might brighten smiles or make eyelashes longer were debunked.

A Plan Built on ‘Social Listening’

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

This monitoring of online platforms to inform business strategy has been dubbed “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

The company's social media lead, who is heading the digital initiative, said the company was simply adapting to new ways of engaging audiences. She said participating on platforms “without dampening the fun” was essential.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, since the era of community gossip and discussing household products.

“The trend is shifting from a broadcast model, where we would just send out ads … Now it’s many conversations, various groups. The evolution of platform algorithms means that these communities feel niche, however, they are large.

“If you can make sure your brand is shared by other people, mentioned by individuals, that is how you can build trust and relevance. Influencers are vital for this. We are expanding this endorsement system.”

A Revolutionary Change in Media

The approach indicates seismic changes occurring in how media is consumed, with the youth demographic devoting greater hours to social media platforms than traditional TV, print, or radio.

The shift is reflected in declines in TV and print advertising. Across Britain, advertising income for primary networks have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a merging of functions as brands effectively act as media producers, partnering with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Naturally, an exodus of attention from conventional channels and their time is increasingly on digital video and image apps than they are watching live TV or reading print.

“Many companies report to us people trust recommendations 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 large-scale legacy ad buys, which also allows them to tweak their content more easily to test effectiveness.

The approach is growing. Promotional expenditure on digital creator partnerships is growing fourfold quicker than the broader media sector. Stateside, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to drive countrywide discourse.

The executive noted: “A top-tier ROI marketing event is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”