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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an clear candidate for social media algorithms.

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an advertising revolution, seeing big businesses allocating substantial funds to content creators and devoting less capital to promoting products in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who saw laborers using on their skin with a derivative of drilling. Now, a flood of user-generated videos have documented the product’s widespread use in “everyday tips”.

It has been touted as a solution for polishing footwear or extending perfume longevity, as well as a fix for squeaky doors. Its use has even extended to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Spotting its digital renaissance, strategists within the corporation boosted the tips by tasking their in-house experts with verification and letting the content creators in on the results.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. So too were ideas it could lengthen scent duration and revive leather bags. Suggestions it could bleach teeth or lengthen eyelashes were refuted.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. Yet this viral episode has helped convince executives to turbocharge spending on content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. Fernando Fernández, newly named, has stated the intention is to spend half of its colossal advertising budget on social media content.

Evolving With Audience Behavior

A leading Unilever executive, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said engaging on social media “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.

“There’s this moving away from a mass communication approach, where we would just send out ads … Now it’s many conversations, many communities. Changes in digital feeds means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by consumers, recommended by peers, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

This plan mirrors dramatic transformations taking place in media consumption, with Gen Z and millennial audiences devoting greater hours to social media platforms than legacy broadcast and print media.

This change is evidenced by declines in broadcast and newspaper ads. Across Britain, advertising income for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

The Rise of the Creator Economy

Additionally, it points to a media convergence as large companies almost become production houses themselves, partnering with a multitude of digital creators to promote their goods.

An industry expert from a leading 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 watching live TV or reading print.

“A lot of brands are telling us consumers have more faith in suggestions from the individuals they follow more than they trust ads. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also permits simpler message refinement to test effectiveness.

This strategy is expanding. Promotional expenditure on the creator economy is rising at quadruple the rate than the media industry overall. In the US, it has increased by over 100% since 2021 and is expected to hit multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to drive countrywide discourse.

Sykes said: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … I think there’s 100% a place for them.”