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Originally found more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline could hardly be considered an clear candidate for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an advertising revolution, in which large companies are investing heavily in content creators and reducing expenditure on marketing items in legacy broadcasters.

A Journey from Drilling to Digital

First created commercially in the 1870s by chemist Robert Cheeseborough, who saw laborers using on their skin with a derivative of drilling. Today, a spree of user-generated videos have chronicled its broad application in “practical tricks”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for squeaky doors. Its use has even extended to stop the scourge of chip seasoning clinging to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, marketers at Unilever amplified the hacks by asking their own scientists to test them and providing creators with the outcome data.

Assertions that it diminished the sting of chili on the mouth were given the thumbs up. So too were ideas it could lengthen scent duration and rejuvenate purses. Suggestions it could whiten teeth or extend lashes were refuted.

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 ramp up funding for content creators.

This monitoring of online platforms to guide corporate planning has been dubbed “social listening”. The company's chief executive, freshly instated, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Adapting to New Consumer Habits

A leading Unilever executive, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said interacting online “without dampening the fun” was crucial.

“How can companies join discussions credibly? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

“There’s this moving away from a mass communication approach, where we would just broadcast out … Now it’s many conversations, various groups. Changes in digital feeds means that these groups seem specialized, yet they are vast.

“Having your brand advocated by consumers, mentioned by individuals, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The approach indicates profound shifts taking place in media consumption, with Gen Z and millennial audiences spending more time on digital networks than television, magazines or radio.

This change is evidenced by drops in traditional media advertising. Within the United Kingdom, ad revenues for primary networks have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a merging of functions as large companies almost become production houses themselves, collaborating with numerous influencers to promote their goods.

Leon Harlow said: “Naturally, an exodus of attention from conventional channels and they are dedicating far more hours to digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us people trust recommendations from the creators they engage with over traditional advertisements. That’s a consistent trend.”

He added firms may also cut expenditures by focusing on influencers over big traditional media campaigns, which also permits simpler message refinement to gauge performance.

This strategy is expanding. Marketing investment on influencer marketing is growing fourfold quicker than total media spending. Across the United States, it has over doubled since 2021 and is forecast to attain tens of billions in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to frame public debate.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”