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Originally found over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an obvious target for online content feeds.

Nonetheless, its ascent as a popular subject on TikTok has thrust it into the lead of an advertising revolution, seeing big businesses allocating substantial funds to content creators and reducing expenditure on marketing items in conventional outlets.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers using on their skin with a derivative of drilling. Now, a flood of user-generated videos have documented the product’s widespread use in “everyday tips”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for noisy doorways. It has even been deployed to combat the nuisance of crisp flavouring sticking to fingers.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever boosted the tips by asking their own scientists to test them and sharing the findings with influencers.

Suggestions that it lessened the sensation of spicy food on lips were confirmed. So too were ideas it could lengthen scent duration and restore leather handbags. Claims that it would bleach teeth or make eyelashes longer were debunked.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have dominated Unilever’s advertising drive. However, this online trend has led decision-makers to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. Fernando Fernández, newly named, has indicated the goal is to spend half of its colossal advertising budget on social media content.

Evolving With Audience Behavior

The company's social media lead, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said engaging on social media “without killing the party” was essential.

“How do brands authentically become part of the conversation? 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.

“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 users, recommended by peers, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

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

The shift is reflected in falling revenues for traditional media advertising. Across Britain, advertising income for primary networks have dropped substantially in actual value since the end of the last decade.

Influencer Marketing Expansion

This further signifies a media convergence as brands effectively act as media producers, partnering with a multitude of digital creators to boost their products.

Leon Harlow said: “Obviously there’s a flow of audiences from conventional channels and their time is increasingly on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us audiences believe endorsements from the individuals they follow compared to commercial messages. It's an ongoing shift.”

He said brands could also save money by investing in creators over large-scale legacy ad buys, which also enables easier content adjustment to see what works.

The approach is growing. Promotional expenditure on digital creator partnerships is growing fourfold quicker than the media industry overall. Stateside, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Despite the huge changes, executives said they believed television commercials still played a key part to play, as networks still held the capability to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”