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As a product discovered over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline may not seem like an clear candidate for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an advertising revolution, seeing big businesses investing heavily in content creators and devoting less capital to promoting products in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers using on their skin with a byproduct of the drilling process. Currently, a wave of content from users have chronicled its broad application in “practical tricks”.

Hailed as a fix for dirty sneakers or extending perfume longevity, and also a remedy for creaky hinges. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, marketers at Unilever boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Claims that Vaseline reduced the sting of chili on the mouth were given the thumbs up. So too were ideas it could extend fragrance and revive leather bags. Claims that it would whiten teeth or extend lashes were refuted.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has helped convince executives to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been labeled “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Evolving With Audience Behavior

The company's social media lead, who is leading the online push, said the company was simply adapting to new ways of reaching consumers. She said participating on platforms “without dampening the fun” was essential.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just transmit messages … Currently, it's countless discussions, many communities. The shift of the algorithms means that these communities feel niche, yet they are vast.

“If you can make sure your brand is shared by other people, recommended by peers, this builds credibility and connection. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The approach indicates seismic changes taking place in media consumption, with younger consumers spending more time on social media platforms than traditional TV, print, or radio.

This change is evidenced by declines in traditional media advertising. In the UK, advertising income for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

The Creator Economy Boom

It also reflects a blurring of media roles as corporations essentially turn into content studios, partnering with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Naturally, an exodus of attention from conventional channels and they are dedicating far more hours to digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Many companies report to us people trust recommendations from the personalities they subscribe to compared to commercial messages. That’s a consistent trend.”

He said brands could also save money by targeting content creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to see what works.

The approach is growing. Marketing investment on digital creator partnerships is growing fourfold quicker than the media industry overall. Across the United States, it has over doubled since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to frame public debate.

She added: “A top-tier ROI marketing event is still major broadcast spectacles. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”