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First identified more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline could hardly be considered an natural focus for digital platform algorithms.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an advertising revolution, in which large companies are allocating substantial funds to content creators and devoting less capital to advertising goods in traditional media.

The Path from Petroleum to Platforms

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a byproduct of the drilling process. Today, a spree of content from users have recorded its extensive utilization in “life hacks”.

Promoted as a solution for polishing footwear or extending perfume longevity, and also a remedy for noisy doorways. Its use has even extended to combat the nuisance of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational enhanced the tricks by tasking their in-house experts with verification and sharing the findings with influencers.

Suggestions that it lessened the sensation of spicy food on lips were given the thumbs up. This was also the case for ideas it could extend fragrance and rejuvenate purses. Claims that it would brighten smiles or extend lashes were disproven.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. However, this online trend has helped convince executives to dramatically increase investment in content creators.

This monitoring of online platforms to guide corporate planning has been termed “social listening”. Unilever's CEO, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on platform-based material.

Evolving With Audience Behavior

Selina Sykes, who is spearheading the social media effort, said the company was merely adjusting to novel methods of engaging audiences. She said participating on platforms “without dampening the fun” was essential.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and discussing household products.

“The trend is shifting from a one-to-many model, where we would just broadcast out … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“Having your brand advocated by other people, mentioned by individuals, that fosters reliability and pertinence. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects seismic changes taking place in media consumption, with the youth demographic spending more time on social media platforms than legacy broadcast and print media.

This change is evidenced by declines in TV and print advertising. In the UK, 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 media convergence as corporations essentially turn into content studios, linking up with hundreds of content creators to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers away from some legacy media and they’re spending a lot more time on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us audiences believe endorsements from the personalities they subscribe to compared to commercial messages. That’s a consistent trend.”

He added firms may also cut expenditures by focusing on influencers over big traditional media campaigns, which also permits simpler message refinement to test effectiveness.

The approach is growing. Advertising spending on digital creator partnerships is growing fourfold quicker than total media spending. In the US, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Despite the huge changes, industry figures said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to frame public debate.

She added: “Among the most effective advertising investments is still the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”