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As a product discovered over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline could hardly be considered an natural focus for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has thrust it into the lead of an advertising revolution, in which large companies are investing heavily in content creators and putting fewer resources into marketing items in conventional outlets.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Currently, a wave of user-generated videos have chronicled its broad application in “practical tricks”.

Promoted as a fix for dirty sneakers or extending perfume longevity, and also a remedy for creaky hinges. It has even been deployed to stop the scourge of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, marketers at Unilever amplified the hacks by tasking their in-house experts with verification and sharing the findings with influencers.

Suggestions that it lessened the sensation of spicy food on lips were validated. So too were ideas it could lengthen scent duration and rejuvenate purses. Claims that it would bleach teeth or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have formed the bulk of its promotional efforts. However, this online trend has led decision-makers to ramp up funding for content creators.

This tracking of digital spaces to inform business strategy has been labeled “social listening”. Fernando Fernández, recently appointed, has suggested it is aiming to spend a full fifty percent of its huge ad budget on platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is leading the online push, said the company was simply adapting to new ways of engaging audiences. She said engaging on social media “without killing the party” was paramount.

“How do brands authentically become part of the conversation? This remains our core objective as brands, dating to when neighbors chatted over fences and sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just transmit messages … Today, it's numerous dialogues, many communities. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by consumers, recommended by peers, 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 strategy reflects dramatic transformations occurring in how media is consumed, with younger consumers allocating more attention to social media platforms than television, magazines or radio.

The transition is visible in drops in traditional media advertising. In the UK, advertising income for leading TV channels have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a merging of functions as corporations essentially turn into content studios, linking up with numerous influencers to promote their goods.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences away from some legacy media and they’re spending a lot more time on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us audiences believe endorsements from the individuals they follow over traditional advertisements. This is a persistent pattern.”

He said brands could also save money by targeting content creators over large-scale legacy ad buys, which also enables easier content adjustment to see what works.

The approach is growing. Advertising spending on the creator economy is increasing four times faster than the broader media sector. 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

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to frame public debate.

The executive noted: “Among the most effective advertising investments is still major broadcast spectacles. It's not a matter of networks declaring: ‘Our relevance has faded.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”