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First identified over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an natural focus for online content feeds.

Nonetheless, its ascent as a popular subject on TikTok has placed it at the forefront of an advertising revolution, in which large companies are investing heavily in content creators and putting fewer resources into promoting products in traditional media.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Now, a flood of amateur-created clips have chronicled its broad application in “life hacks”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for creaky hinges. Users have even applied it to stop the scourge of crisp flavouring sticking to fingers.

Leveraging the Buzz

Spotting its digital renaissance, 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 burn from hot food on the lips were given the thumbs up. Similarly supported were ideas it could extend fragrance and restore leather handbags. Proposals that it might brighten smiles or extend lashes were debunked.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, newly named, has stated the intention is to spend a full fifty percent of its huge ad budget on social media content.

Evolving With Audience Behavior

A leading Unilever executive, who is leading the online push, said the company was just evolving with contemporary approaches of connecting with customers. She said interacting online “without spoiling the atmosphere” was crucial.

“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 discussing household products.

“The trend is shifting from a one-to-many model, where we would just send out ads … Today, it's numerous dialogues, various groups. The shift of the algorithms means that these groups seem specialized, however, they are large.

“Having your brand advocated by users, recommended by peers, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The approach indicates profound shifts occurring in how media is consumed, with the youth demographic devoting greater hours to apps like TikTok and Instagram than legacy broadcast and print media.

The shift is reflected in falling revenues for traditional media advertising. In the UK, advertising income for leading TV channels have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a media convergence as corporations essentially turn into content studios, partnering with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences away from some legacy media and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

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

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

The approach is growing. Marketing investment on the creator economy is increasing four times faster than the broader media sector. In the US, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Even with this transformation, industry figures said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

The executive noted: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”