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First identified over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an obvious target for digital platform algorithms.

However, its rise as a TikTok talking point has placed it at the forefront of an advertising revolution, seeing big businesses allocating substantial funds to content creators and putting fewer resources into advertising goods in conventional outlets.

The Path from Petroleum to Platforms

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who saw laborers rubbing their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have chronicled its broad application in “life hacks”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for creaky hinges. It has even been deployed to combat the nuisance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation enhanced the tricks by asking their own scientists to test them and providing creators with the outcome data.

Assertions that it diminished the sensation of spicy food on lips were confirmed. So too were ideas it could lengthen scent duration and restore leather handbags. Proposals that it might brighten smiles or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has persuaded leaders to dramatically increase investment in content creators.

This monitoring of online platforms to shape commercial tactics has been termed “social listening”. The company's chief executive, freshly instated, has indicated the goal is to spend half of its colossal advertising budget on social media content.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without killing the party” was essential.

“How can companies join discussions credibly? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

“There’s this moving away from a one-to-many model, where we would just send out ads … Today, it's numerous dialogues, many communities. The shift of the algorithms means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by consumers, talked about by other people, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

The approach indicates profound shifts taking place in media consumption, with Gen Z and millennial audiences allocating more attention to apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in falling revenues for traditional media advertising. Across Britain, commercial funding for major broadcasters have fallen by more than £600m in real terms since 2019.

The Rise of the Creator Economy

This further signifies a blurring of media roles as corporations essentially turn into content studios, partnering with numerous influencers to boost their products.

A commercial director at a major talent agency 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 more than they trust ads. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over big traditional media campaigns, 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. Across the United States, it has over doubled since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Even with this transformation, executives said they believed television commercials still played a key part to play, as networks still held the capability to shape the national conversation.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”