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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 digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an advertising revolution, in which large companies are spending big on content creators and reducing expenditure on promoting products in traditional media.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Currently, a wave of user-generated videos have chronicled its broad application in “practical tricks”.

It has been touted as a fix for dirty sneakers or making fragrance last longer, as well as a fix for squeaky doors. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational boosted the tips by tasking their in-house experts with verification and letting the content creators in on the results.

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. Similarly supported were ideas it could extend fragrance and restore leather handbags. Proposals that it might whiten teeth or extend lashes were disproven.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This monitoring of online platforms to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, newly named, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was simply adapting to new ways of connecting with customers. She said interacting online “without dampening the fun” was crucial.

“What is the key to genuine brand integration? This has perpetually been our aim 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 send out ads … Today, it's numerous dialogues, diverse communities. Changes in digital feeds means that these communities feel niche, however, they are large.

“Having your brand advocated by users, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors seismic changes taking place in media consumption, with younger consumers devoting greater hours to social media platforms than television, magazines or radio.

The shift is reflected in drops in broadcast and newspaper ads. Across Britain, advertising income for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

The Creator Economy Boom

This further signifies a blurring of media roles as large companies almost become production houses themselves, collaborating with hundreds of content creators to promote their goods.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences from conventional channels and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us consumers have more faith in suggestions from the creators they engage with over traditional advertisements. That’s a consistent trend.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

Such methods are increasing. Advertising spending on digital creator partnerships is rising at quadruple the rate than total media spending. In the US, it has increased by over 100% since 2021 and is forecast to attain tens of billions in 2025.

TV's Lasting Role

Even with this transformation, executives said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to frame public debate.

She added: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”