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Originally found more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline might not appear as an clear candidate for online content feeds.

However, its rise as a popular subject on TikTok 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.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a byproduct of the drilling process. Now, a flood of content from users have recorded its extensive utilization in “life hacks”.

It has been touted as a solution for polishing footwear or making fragrance last longer, along with a cure for noisy doorways. Its use has even extended to stop the scourge of chip seasoning clinging to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, marketers at Unilever enhanced the tricks by tasking their in-house experts with verification and providing creators with the outcome data.

Assertions that it diminished the sensation of spicy food on lips were confirmed. This was also the case for ideas it could prolong perfume and rejuvenate purses. Proposals that it might brighten smiles or extend lashes were refuted.

A Plan Built on ‘Social Listening’

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 monitoring of online platforms to inform business strategy has been termed “social listening”. Fernando Fernández, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “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 sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just transmit messages … Today, it's numerous dialogues, diverse communities. Changes in digital feeds means that these communities feel niche, but they’re not.

“Ensuring your product is discussed by users, recommended by peers, that fosters reliability and pertinence. Influencers are vital for this. We are expanding this endorsement system.”

A Seismic Media Shift

This plan mirrors seismic changes happening in audience habits, with younger consumers allocating more attention to digital networks than television, magazines or radio.

The shift is reflected in drops in TV and print advertising. In the UK, commercial funding for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

The Rise of the Creator Economy

It also reflects a merging of functions as corporations essentially turn into content studios, partnering with hundreds of content creators to enhance their items.

Leon Harlow said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on Instagram, TikTok and YouTube 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 personalities they subscribe to more than they trust ads. It's an ongoing shift.”

He noted companies can reduce costs by focusing on influencers over big traditional media campaigns, which also enables easier content adjustment to see what works.

Such methods are increasing. Promotional expenditure on influencer marketing is increasing four times faster than the broader media sector. Across the United States, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Despite the huge changes, executives said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to drive countrywide discourse.

The executive noted: “Among the most effective advertising investments is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”