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Originally found over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline might not appear as an clear candidate for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an advertising revolution, where major corporations are investing heavily in content creators and devoting less capital to advertising goods in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who saw laborers using on their skin with a derivative of drilling. Currently, a wave of user-generated videos have chronicled its broad application in “life hacks”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for noisy doorways. Users have even applied it to prevent the annoyance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth 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 whiten teeth or make eyelashes longer were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. However, this online trend has led decision-makers to dramatically increase investment in content creators.

This tracking of digital spaces to guide corporate planning has been termed “social listening”. The company's chief executive, freshly instated, has stated the intention is to spend a full fifty percent of its huge ad budget on digital creator content.

Evolving With Audience Behavior

Selina Sykes, who is heading the digital initiative, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without killing the party” was crucial.

“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 sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just transmit messages … Today, it's numerous dialogues, various groups. The shift of the algorithms means that these communities feel niche, but they’re not.

“Having your brand advocated by other people, recommended by peers, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The approach indicates seismic changes taking place in media consumption, with the youth demographic devoting greater hours to social media platforms than traditional TV, print, or radio.

The transition is visible in declines in TV and print advertising. Within the United Kingdom, commercial funding for major broadcasters have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a media convergence as brands effectively act as media producers, linking up with numerous influencers to boost their products.

Leon Harlow said: “Obviously there’s a flow of audiences from conventional channels and they’re spending a lot more time on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us people trust recommendations from the creators they engage with 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 gauge performance.

The approach is growing. Advertising spending on the creator economy is rising at quadruple the rate than total media spending. Across the United States, it has increased by over 100% since 2021 and is forecast to attain substantial figures in 2025.

Traditional Media's Continued Place

Even with this transformation, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to drive countrywide discourse.

She added: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”