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As a product discovered over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline might not appear as an natural focus for digital platform algorithms.

Yet the brand’s emergence as a TikTok talking point has thrust it into the lead of an promotional upheaval, seeing big businesses investing heavily in content creators and devoting less capital to advertising goods in traditional media.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Now, a flood of amateur-created clips have chronicled its broad application in “everyday tips”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, as well as a fix for creaky hinges. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

Noticing its viral resurgence, executives at the multinational enhanced the tricks by having their research teams evaluate the claims 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 prolong perfume and revive leather bags. Proposals that it might bleach teeth or extend lashes were disproven.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to inform business strategy has been labeled “social listening”. Fernando Fernández, newly named, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Evolving With Audience Behavior

Selina Sykes, who is heading the digital initiative, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was crucial.

“How can companies join discussions credibly? This has perpetually been our aim as brands, back to when people were hanging out their laundry and discussing household products.

“The trend is shifting from a one-to-many model, where we would just transmit messages … Now it’s many conversations, many communities. Changes in digital feeds means that these audiences appear specific, but they’re not.

“Having your brand advocated by users, mentioned by individuals, that is how you can build trust and relevance. Creators are critical to that. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

This plan mirrors dramatic transformations taking place in media consumption, with younger consumers spending more time on apps like TikTok and Instagram than legacy broadcast and print media.

This change is evidenced by falling revenues for traditional media advertising. Across Britain, ad revenues for leading TV channels have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Creator Economy Boom

Additionally, it points to a media convergence as corporations essentially turn into content studios, linking up with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels and they’re spending a lot more time on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform 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 targeting content creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to test effectiveness.

This strategy is expanding. Marketing investment on influencer marketing is rising at quadruple the rate than the broader media sector. In the US, it has increased by over 100% since 2021 and is expected to hit multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

She added: “Among the most effective advertising investments is still major broadcast spectacles. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”