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First identified over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline might not appear as an clear candidate for online content feeds.

However, its rise as a viral TikTok topic has thrust it into the lead of an advertising revolution, where major corporations are spending big on content creators and devoting less capital to promoting products in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who saw laborers applying to their skin with a derivative of drilling. Today, a spree of amateur-created clips have chronicled its broad application in “life hacks”.

Promoted 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 combat the nuisance of snack dust adhering to hands.

Capitalising on the Conversation

Spotting its digital renaissance, strategists within the corporation amplified the hacks by asking their own scientists to test them and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were given the thumbs up. So too were ideas it could extend fragrance and rejuvenate purses. Claims that it would whiten teeth or make eyelashes longer were debunked.

The ‘Digital Ear’ Approach

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

This observation of social channels to guide corporate planning has been termed “social listening”. Unilever's CEO, freshly instated, has stated the intention is to spend half of its colossal advertising budget on social media content.

Evolving With Audience Behavior

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of reaching consumers. She said interacting online “without spoiling the atmosphere” was essential.

“How do brands authentically become part of the conversation? This remains our core objective as brands, dating to when neighbors chatted over fences and talking about what they used.

“The trend is shifting from a one-to-many model, where we would just broadcast out … Now it’s many conversations, many communities. Changes in digital feeds means that these groups seem specialized, yet they are vast.

“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 Revolutionary Change in Media

The strategy reflects profound shifts taking place in media consumption, with Gen Z and millennial audiences devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by declines in TV and print advertising. Within the United Kingdom, ad revenues for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

The Creator Economy Boom

It also reflects a blurring of media roles as corporations essentially turn into content studios, partnering with a multitude of digital creators to enhance their items.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels and they are dedicating far more hours to digital video and image apps than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us audiences believe endorsements from the personalities they subscribe to compared to commercial messages. It's an ongoing shift.”

He added firms may also cut expenditures by focusing on influencers over big traditional media campaigns, which also allows them to tweak their content more easily to see what works.

Such methods are increasing. Advertising spending on the creator economy is rising at quadruple the rate than total media spending. In the US, it has over doubled since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Even with this transformation, executives said they believed broadcast ads retained significant importance to play, as networks still held the capability to shape the national conversation.

Sykes said: “A top-tier ROI marketing event is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I think there’s 100% a place for them.”