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As a product discovered more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline could hardly be considered an obvious target for digital platform algorithms.

Yet the brand’s emergence as a TikTok talking point has positioned it at the vanguard of an marketing transformation, in which large companies are investing heavily in content creators and putting fewer resources into advertising goods in traditional media.

The Path from Petroleum to Platforms

First created commercially in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a byproduct of the drilling process. Today, a spree of user-generated videos have chronicled its broad application in “everyday tips”.

It has been touted as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for noisy doorways. Users have even applied it to stop the scourge of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation amplified the hacks by asking their own scientists to test them and letting the content creators in on the results.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. This was also the case for ideas it could extend fragrance and restore leather handbags. Claims that it would whiten teeth or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have formed the bulk of its promotional efforts. However, this online trend has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. The company's chief executive, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was crucial.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and discussing household products.

“The trend is shifting from a broadcast model, where we would just send out ads … Now it’s many conversations, various groups. The shift of the algorithms means that these communities feel niche, but they’re not.

“Having your brand advocated by consumers, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The approach indicates profound shifts occurring in how media is consumed, with the youth demographic allocating more attention to apps like TikTok and Instagram than traditional TV, print, or radio.

The transition is visible in drops in TV and print advertising. Within the United Kingdom, commercial funding for leading TV channels have dropped substantially in actual value since the end of the last decade.

The Rise of the Creator Economy

This further signifies a media convergence as corporations essentially turn into content studios, collaborating with numerous influencers to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and their time is increasingly on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us people trust recommendations from the personalities they subscribe to more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

This strategy is expanding. Promotional expenditure on the creator economy is growing fourfold quicker than total media spending. In the US, it has over doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

TV's Lasting Role

Even with this transformation, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to drive countrywide discourse.

She added: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”