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Originally found more than 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline might not appear as an clear candidate for digital platform algorithms.

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an advertising revolution, seeing big businesses spending big on content creators and devoting less capital to promoting products in legacy broadcasters.

A Journey from Drilling to Digital

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Currently, a wave of amateur-created clips have documented the product’s widespread use in “everyday tips”.

Promoted as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for creaky hinges. Its use has even extended to combat the nuisance of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation boosted the tips by having their research teams evaluate the claims and providing creators with the outcome data.

Suggestions that it lessened the sensation of spicy food on lips were given the thumbs up. This was also the case for ideas it could extend fragrance and revive leather bags. Claims that it would brighten smiles or make eyelashes longer were refuted.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. Unilever's CEO, freshly instated, has indicated the goal is to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

A leading Unilever executive, who is heading the digital initiative, said the company was just evolving with contemporary approaches of engaging audiences. She said participating on platforms “without spoiling the atmosphere” 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 broadcast model, where we would just broadcast out … Now it’s many conversations, various groups. Changes in digital feeds means that these audiences appear specific, however, they are large.

“Having your brand advocated by users, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

This plan mirrors seismic changes happening in audience habits, with younger consumers spending more time on digital networks than television, magazines or radio.

This change is evidenced by drops in broadcast and newspaper ads. In the UK, commercial funding for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

It also reflects a merging of functions as brands effectively act as media producers, partnering with a multitude of digital creators to enhance their items.

A commercial director at a major talent agency 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 watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the individuals they follow compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by targeting content creators over large-scale legacy ad buys, which also permits simpler message refinement to see what works.

This strategy is expanding. Promotional expenditure on influencer marketing is increasing four times faster than total media spending. In the US, it has increased by over 100% since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

Even with this transformation, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to shape the national conversation.

The executive noted: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ The focus is on who seizes focus … I think there’s 100% a place for them.”