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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an natural focus for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an promotional upheaval, seeing big businesses spending big on content creators and putting fewer resources into marketing items in conventional outlets.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Today, a spree of content from users have documented the product’s widespread use in “practical tricks”.

Promoted as a solution for polishing footwear or making fragrance last longer, as well as a fix for creaky hinges. It has even been deployed to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, executives at the multinational amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the burn from hot food on the lips were given the thumbs up. So too were ideas it could lengthen scent duration and revive leather bags. Claims that it would brighten smiles or make eyelashes longer were refuted.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. However, this online trend has persuaded leaders 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, newly named, has stated the intention is to spend a full fifty percent of its huge ad budget on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without spoiling the atmosphere” was essential.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, diverse communities. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“Ensuring your product is discussed by users, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors dramatic transformations taking place in media consumption, with Gen Z and millennial audiences spending more time on digital networks than television, magazines or radio.

The shift is reflected in declines in broadcast and newspaper ads. In the UK, commercial funding for major broadcasters have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

This further signifies a blurring of media roles as large companies almost become production houses themselves, linking up with a multitude of digital creators to boost their products.

A commercial director at a major talent agency said: “Naturally, an exodus of attention out of certain traditional media outlets and they are dedicating far more hours to Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us consumers have more faith in suggestions 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 expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

The approach is growing. Marketing investment on the creator economy is growing fourfold quicker than the broader media sector. In the US, it has more than doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Despite the huge changes, executives said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”