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Originally found over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an obvious target for digital platform algorithms.

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an advertising revolution, seeing big businesses spending big on content creators and devoting less capital to advertising goods in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Currently, a wave of user-generated videos have chronicled its broad application in “everyday tips”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for noisy doorways. It has even been deployed to combat the nuisance of chip seasoning clinging to fingers.

Leveraging the Buzz

Detecting the product’s new life online, marketers at Unilever boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Suggestions that it lessened the sensation of spicy food on lips were confirmed. So too were ideas it could prolong perfume and revive leather bags. Suggestions it could brighten smiles or make eyelashes longer were refuted.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. However, this online trend has helped convince executives to ramp up funding for content creators.

This monitoring of online platforms to guide corporate planning has been dubbed “social listening”. Unilever's CEO, recently appointed, 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 heading the digital initiative, said the company was merely adjusting to novel methods of engaging audiences. She said participating on platforms “without dampening the fun” was crucial.

“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.

“The trend is shifting from a mass communication approach, where we would just broadcast out … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“Having your brand advocated by other people, talked about by other people, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

This plan mirrors dramatic transformations taking place in media consumption, with the youth demographic devoting greater hours to social media platforms than traditional TV, print, or radio.

This change is evidenced by declines in TV and print advertising. In the UK, ad revenues for major broadcasters have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a merging of functions as large companies almost become production houses themselves, linking up with a multitude of digital creators to enhance their items.

An industry expert from a leading agency said: “Naturally, an exodus of attention from conventional channels and their time is increasingly on digital video and image apps than they are watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the personalities they subscribe to more than they trust ads. It's an ongoing shift.”

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

Such methods are increasing. Promotional expenditure on the creator economy is rising at quadruple the rate than the media industry overall. Stateside, it has over doubled since 2021 and is forecast to attain tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

She added: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”