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As a product discovered over 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline could hardly be considered an natural focus for online content feeds.

However, its rise as a TikTok talking point has positioned it at the vanguard of an advertising revolution, in which large companies are allocating substantial funds to content creators and reducing expenditure on advertising goods in traditional media.

The Path from Petroleum to Platforms

First created commercially in the 1870s by scientist Robert Cheeseborough, who observed drillers using on their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have chronicled its broad application in “life hacks”.

Promoted as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for noisy doorways. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, executives at the multinational boosted the tips by tasking their in-house experts with verification and providing creators with the outcome data.

Claims that Vaseline reduced the burn from hot food on the lips were validated. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Suggestions it could brighten smiles or lengthen eyelashes were disproven.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has led decision-makers to dramatically increase investment in content creators.

This tracking of digital spaces to inform business strategy has been labeled “social listening”. Unilever's CEO, freshly instated, has indicated the goal 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 merely adjusting to novel methods of reaching consumers. She said engaging on social media “without dampening the fun” was paramount.

“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 discussing household products.

“We are witnessing a departure from a mass communication approach, where we would just transmit messages … Currently, it's countless discussions, various groups. The evolution of platform algorithms means that these audiences appear specific, however, they are large.

“Having your brand advocated by other people, mentioned by individuals, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The approach indicates profound shifts happening in audience habits, with Gen Z and millennial audiences devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by declines in traditional media advertising. Across Britain, commercial funding for major broadcasters have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a merging of functions as brands effectively act as media producers, collaborating with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Naturally, an exodus of attention away from some legacy media and they’re spending a lot more time on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us consumers have more faith in suggestions from the personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over big traditional media campaigns, which also enables easier content adjustment to see what works.

This strategy is expanding. Promotional expenditure on digital creator partnerships is growing fourfold quicker than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is forecast to attain tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, executives said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to shape the national conversation.

She added: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”