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Originally found over 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline might not appear as an clear candidate for social media algorithms.

However, its rise as a viral TikTok topic has thrust it into the lead of an advertising revolution, where major corporations are spending big on content creators and reducing expenditure on promoting products in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have documented the product’s widespread use in “life hacks”.

Hailed as a remedy for cleaning shoes or prolonging the scent of perfume, and also a remedy for creaky hinges. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Harnessing the Hype

Noticing its viral resurgence, executives at the multinational boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Assertions that it diminished the sensation of spicy food on lips were confirmed. This was also the case for ideas it could prolong perfume and rejuvenate purses. Claims that it would bleach teeth or make eyelashes longer were debunked.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has helped convince executives to turbocharge spending on content creators.

This observation of social channels to guide corporate planning has been dubbed “social listening”. The company's chief executive, newly named, has stated the intention is to spend a full fifty percent of its huge ad budget 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 engaging on social media “without dampening the fun” was essential.

“What is the key to genuine brand integration? This remains our core objective as brands, dating to when neighbors chatted over fences and discussing household products.

“We are witnessing a departure 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, 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. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects profound shifts happening in audience habits, with younger consumers spending more time on digital networks than television, magazines or radio.

The shift is reflected in drops in TV and print advertising. Across Britain, commercial funding for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a merging of functions as corporations essentially turn into content studios, partnering with hundreds of content creators to boost their products.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences away from some legacy media and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us consumers have more faith in suggestions 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 big traditional media campaigns, which also enables easier content adjustment to test effectiveness.

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

TV's Lasting Role

Despite the huge changes, executives said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to drive countrywide discourse.

She added: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”