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Originally found over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an natural focus for digital platform algorithms.

However, its rise 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 devoting less capital to marketing items in conventional outlets.

A Journey from Drilling to Digital

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who saw laborers applying to their skin with a residue from oil extraction. Now, a flood of user-generated videos have chronicled its broad application in “everyday tips”.

It has been touted as a solution for polishing footwear or extending perfume longevity, as well as a fix for creaky hinges. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

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 sting of chili on the mouth were given the thumbs up. This was also the case for ideas it could lengthen scent duration and rejuvenate purses. Suggestions it could brighten smiles or lengthen eyelashes were disproven.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have been the cornerstone of its marketing push. Yet this viral episode has helped convince executives to turbocharge spending on content creators.

This monitoring of online platforms to guide corporate planning has been termed “social listening”. The company's chief executive, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is heading the digital initiative, said the company was merely adjusting to novel methods of connecting with customers. She said engaging on social media “without dampening the fun” was crucial.

“How can companies join discussions credibly? This has perpetually been our aim as brands, back to when people were hanging out their laundry and sharing usage tips.

“The trend is shifting from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, various groups. The evolution of platform algorithms means that these communities feel niche, 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 strategy reflects dramatic transformations taking place in media consumption, with Gen Z and millennial audiences allocating more attention to digital networks than television, magazines or radio.

The shift is reflected in declines in traditional media advertising. Across Britain, advertising income for major broadcasters have declined by over six hundred million pounds in actual value since the end of the last decade.

The Creator Economy Boom

It also reflects a blurring of media roles as brands effectively act as media producers, linking up with hundreds of content creators to boost their products.

Leon Harlow said: “Obviously there’s a flow of audiences 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.

“Many companies report to us audiences believe endorsements from the creators they engage with compared to commercial messages. It's an ongoing shift.”

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also allows them to tweak their content more easily to test effectiveness.

This strategy is expanding. Advertising spending on influencer marketing is growing fourfold quicker than the media industry overall. Stateside, it has increased by over 100% since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to drive countrywide discourse.

She added: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”