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As a product discovered more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline might not appear as an clear candidate for digital platform algorithms.

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an advertising revolution, in which large companies are spending big on content creators and devoting less capital to promoting products in traditional media.

The Path from Petroleum to Platforms

Originally produced in the 1870s by scientist Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Today, a spree of amateur-created clips have chronicled its broad application in “everyday tips”.

Promoted as a fix for dirty sneakers or prolonging the scent of perfume, as well as a fix for noisy doorways. Its use has even extended to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Detecting the product’s new life online, executives at the multinational boosted the tips by asking their own scientists to test them and providing creators with the outcome data.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could prolong perfume and restore leather handbags. Claims that it would whiten teeth or lengthen eyelashes were debunked.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. However, this online trend has helped convince executives to ramp up funding for content creators.

This tracking of digital spaces to inform business strategy has been termed “social listening”. The company's chief executive, freshly instated, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

A leading Unilever executive, who is spearheading the social media effort, said the company was merely adjusting to novel methods of connecting with customers. She said participating on platforms “without dampening the fun” was crucial.

“How can companies join discussions credibly? This remains our core objective as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a broadcast model, where we would just send out ads … 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 other people, talked about by other people, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The strategy reflects profound shifts happening in audience habits, with the youth demographic devoting greater hours to social media platforms than television, magazines or radio.

This change is evidenced by drops in TV and print advertising. Across Britain, advertising income for major broadcasters have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a blurring of media roles as brands effectively act as media producers, partnering with hundreds of content creators to enhance their items.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers away from some legacy media and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us people trust recommendations from the individuals they follow over traditional advertisements. That’s a consistent trend.”

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 see what works.

Such methods are increasing. Marketing investment on influencer marketing is growing fourfold quicker than total media spending. Across the United States, it has increased by over 100% since 2021 and is forecast to attain substantial figures in 2025.

TV's Lasting Role

Despite the huge changes, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”