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As a product discovered over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline might not appear as an clear candidate for online content feeds.

Nonetheless, its ascent as a TikTok talking point has positioned it at the vanguard of an advertising revolution, where major corporations are investing heavily in content creators and devoting less capital to promoting products in traditional media.

A Journey from Drilling to Digital

First created commercially in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Now, a flood of user-generated videos have chronicled its broad application in “practical tricks”.

Promoted as a remedy for cleaning shoes or prolonging the scent of perfume, and also a remedy for squeaky doors. Its use has even extended to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever enhanced the tricks by asking their own scientists to test them and sharing the findings with influencers.

Assertions that it diminished the sensation of spicy food on lips were confirmed. So too were ideas it could extend fragrance and revive leather bags. Claims that it would brighten smiles or extend lashes were debunked.

The ‘Social Listening’ Strategy

Billboards and TV ads 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 shape commercial tactics has been dubbed “social listening”. Fernando Fernández, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

The company's social media lead, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said interacting online “without spoiling the atmosphere” was essential.

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

“We are witnessing a departure from a mass communication approach, where we would just broadcast out … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these audiences appear specific, however, they are large.

“Having your brand advocated by other people, recommended by peers, that fosters reliability and pertinence. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The strategy reflects seismic changes happening in audience habits, with the youth demographic allocating more attention to digital networks than television, magazines or radio.

The transition is visible in declines in TV and print advertising. Within the United Kingdom, advertising income for primary networks have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

Additionally, it points to a blurring of media roles as large companies almost become production houses themselves, partnering with hundreds of content creators to boost their products.

Leon Harlow 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 watching live TV or reading print.

“Numerous corporations inform us people trust recommendations from the individuals they follow over traditional advertisements. This is a persistent pattern.”

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. Advertising spending on digital creator partnerships is rising at quadruple the rate than the broader media sector. Across the United States, it has more than doubled since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

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 events like the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”