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As a product discovered more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an obvious target for online content feeds.

Yet the brand’s emergence as a TikTok talking point has positioned it at the vanguard of an advertising revolution, in which large companies are spending big on content creators and reducing expenditure on promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Now, a flood of amateur-created clips have chronicled its broad application in “life hacks”.

It has been touted as a remedy for cleaning shoes or prolonging the scent of perfume, along with a cure for squeaky doors. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, 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 sensation of spicy food on lips were confirmed. So too were ideas it could extend fragrance and rejuvenate purses. Claims that it would brighten smiles or extend lashes were debunked.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have dominated Unilever’s advertising drive. Yet this viral episode has persuaded leaders to ramp up funding for content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. Unilever's CEO, newly named, has stated the intention is to spend a full fifty percent of its huge ad budget on digital creator content.

Evolving With Audience Behavior

A leading Unilever executive, who is leading the online push, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without killing the party” was paramount.

“How do brands authentically become part of the conversation? This remains our core objective as brands, back to when people were hanging out their laundry and talking about what they used.

“We are witnessing a departure from a one-to-many model, where we would just send out ads … Today, it's numerous dialogues, various groups. The shift of the algorithms means that these communities feel niche, yet they are vast.

“Having your brand advocated by users, recommended by peers, that is how you can build trust and relevance. Influencers are vital for this. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The approach indicates profound shifts happening in audience habits, with the youth demographic devoting greater hours to digital networks than traditional TV, print, or radio.

The shift is reflected in falling revenues for TV and print advertising. In the UK, advertising income for primary networks have dropped substantially in real terms since 2019.

The Creator Economy Boom

It also reflects a blurring of media roles as corporations essentially turn into content studios, partnering with hundreds of content creators to boost their products.

Leon Harlow 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 watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the individuals they follow more than they trust ads. It's an ongoing shift.”

He added firms may also cut expenditures by focusing on influencers over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

The approach is growing. Advertising spending on the creator economy is increasing four times faster than the media industry overall. In the US, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as networks still held the capability to drive countrywide discourse.

Sykes said: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I think there’s 100% a place for them.”