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First identified more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline might not appear as an natural focus for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an advertising revolution, where major corporations are spending big on content creators and putting fewer resources into promoting products in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who saw laborers using on their skin with a derivative of drilling. Now, a flood of content from users have chronicled its broad application in “everyday tips”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, along with a cure for creaky hinges. It has even been deployed to prevent the annoyance of snack dust adhering to hands.

Capitalising on the Conversation

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

Assertions that it diminished the sting of chili on the mouth were confirmed. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might brighten smiles or make eyelashes longer were disproven.

The ‘Digital Ear’ Approach

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 tracking of digital spaces to inform business strategy has been termed “social listening”. Unilever's CEO, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

A leading Unilever executive, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of connecting with customers. She said interacting online “without killing the party” 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 talking about what they used.

“There’s this moving away from a mass communication approach, where we would just send out ads … Currently, it's countless discussions, various groups. Changes in digital feeds means that these audiences appear specific, however, they are large.

“If you can make sure your brand is shared by consumers, recommended by peers, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates seismic changes occurring in how media is consumed, with younger consumers spending more time on apps like TikTok and Instagram than television, magazines or radio.

The transition is visible in drops in broadcast and newspaper ads. In the UK, ad revenues for leading TV channels have fallen by more than £600m in actual value since the end of the last decade.

Influencer Marketing Expansion

This further signifies a blurring of media roles as brands effectively act as media producers, linking up with hundreds of content creators to boost their products.

A commercial director at a major talent agency said: “Naturally, an exodus of attention from conventional channels and their time is increasingly on digital video and image apps than they are consuming linear broadcasts or printed matter.

“Many companies report to us people trust recommendations from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He added firms may also cut expenditures by investing in creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to test effectiveness.

Such methods are increasing. Advertising spending on influencer marketing is rising at quadruple the rate than the media industry overall. Across the United States, it has over doubled since 2021 and is projected to reach substantial figures in 2025.

TV's Lasting Role

Even with this transformation, executives said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

Sykes said: “Among the most effective advertising investments is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”