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As a product discovered more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline could hardly be considered an obvious target for online content feeds.

Yet the brand’s emergence as a TikTok talking point has positioned it at the vanguard of an advertising revolution, in which large companies are allocating substantial funds to content creators and devoting less capital to promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Currently, a wave of user-generated videos have recorded its extensive utilization in “practical tricks”.

Promoted as a remedy for cleaning shoes or extending perfume longevity, as well as a fix for squeaky doors. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, marketers at Unilever amplified the hacks by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the burn from hot food on the lips were confirmed. So too were ideas it could extend fragrance and revive leather bags. Proposals that it might bleach teeth or make eyelashes longer were refuted.

The ‘Digital Ear’ Approach

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

This observation of social channels to guide corporate planning has been termed “social listening”. The company's chief executive, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Evolving With Audience Behavior

A leading Unilever executive, who is heading the digital initiative, said the company was merely adjusting to novel methods of connecting with customers. She said engaging on social media “without dampening the fun” was essential.

“What is the key to genuine brand integration? This remains our core objective as brands, since the era of community gossip and discussing household products.

“There’s this moving away from a mass communication approach, where we would just send out ads … Now it’s many conversations, various groups. Changes in digital feeds means that these communities feel niche, but they’re not.

“Ensuring your product is discussed by users, talked about by other people, that fosters reliability and pertinence. Creators are critical to that. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects seismic changes taking place in media consumption, with Gen Z and millennial audiences devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in declines in broadcast and newspaper ads. Across Britain, advertising income for primary networks have fallen by more than £600m in actual value since the end of the last decade.

Influencer Marketing Expansion

It also reflects a merging of functions as brands effectively act as media producers, linking up with a multitude of digital creators to promote their goods.

A commercial director at a major talent agency said: “Naturally, an exodus of attention 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 audiences believe endorsements from the creators they engage with over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to see what works.

The approach is growing. Promotional expenditure on digital creator partnerships 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.

The Enduring Power of Broadcast

Regardless of the massive shift, industry figures said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to shape the national conversation.

She added: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”