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Originally found more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline may not seem like an natural focus for digital platform algorithms.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an advertising revolution, where major corporations are investing heavily in content creators and devoting less capital to promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a residue from oil extraction. Today, a spree of content from users have recorded its extensive utilization in “life hacks”.

It has been touted as a fix for dirty sneakers or extending perfume longevity, as well as a fix for creaky hinges. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational amplified the hacks by tasking their in-house experts with verification and providing creators with the outcome data.

Suggestions that it lessened the sensation of spicy food on lips were given the thumbs up. So too were ideas it could extend fragrance and rejuvenate purses. Suggestions it could brighten smiles or extend lashes were disproven.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. Yet this viral episode has helped convince executives to ramp up funding for content creators.

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

Shifting to Modern Engagement

The company's social media lead, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without killing the party” was crucial.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just transmit messages … Now it’s many conversations, various groups. The shift of the algorithms means that these groups seem specialized, however, they are large.

“Ensuring your product is discussed by other people, mentioned by individuals, that is how you can build trust and relevance. Influencers are vital for this. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors seismic changes occurring in how media is consumed, with Gen Z and millennial audiences devoting greater hours to digital networks than traditional TV, print, or radio.

This change is evidenced by falling revenues for traditional media advertising. Within the United Kingdom, commercial funding for leading TV channels have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a media convergence as large companies almost become production houses themselves, collaborating with a multitude of digital creators to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to digital video and image apps than they are watching live TV or reading print.

“Numerous corporations inform us people trust recommendations from the personalities they subscribe to over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also enables easier content adjustment to see what works.

Such methods are increasing. Marketing investment on digital creator partnerships is growing fourfold quicker than the broader media sector. Stateside, it has more than doubled since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Even with this transformation, industry figures said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to frame public debate.

Sykes said: “A top-tier ROI marketing event is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”