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

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an advertising revolution, seeing big businesses allocating substantial funds to content creators and devoting less capital to marketing items in traditional media.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers using on their skin with a byproduct of the drilling process. Currently, a wave of amateur-created clips have recorded its extensive utilization in “practical tricks”.

It has been touted as a fix for dirty sneakers or prolonging the scent of perfume, as well as a fix for squeaky doors. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever amplified the hacks by tasking their in-house experts with verification and letting the content creators in on the results.

Assertions that it diminished the sensation of spicy food on lips were given the thumbs up. This was also the case for ideas it could lengthen scent duration and restore leather handbags. Proposals that it might bleach teeth or extend lashes were debunked.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This monitoring of online platforms to shape commercial tactics has been labeled “social listening”. The company's chief executive, newly named, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Shifting to Modern Engagement

A leading Unilever executive, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of engaging audiences. She said engaging on social media “without killing the party” was paramount.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and discussing household products.

“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, however, they are large.

“If you can make sure your brand is shared by other people, mentioned by individuals, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

This plan mirrors profound shifts occurring in how media is consumed, with the youth demographic allocating more attention to social media platforms than traditional TV, print, or radio.

The shift is reflected in declines in traditional media advertising. Across Britain, ad revenues for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a media convergence as brands effectively act as media producers, collaborating with hundreds of content creators to enhance their items.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers 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 audiences believe endorsements from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over large-scale legacy ad buys, which also enables easier content adjustment to test effectiveness.

This strategy is expanding. Promotional expenditure on the creator economy is increasing four times faster than total media spending. In the US, it has increased by over 100% since 2021 and is projected to reach multi-billion dollar sums in 2025.

TV's Lasting Role

Despite the huge changes, executives said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to drive countrywide discourse.

The executive noted: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”