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First identified more than 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline could hardly be considered an natural focus for digital platform algorithms.

However, its rise as a viral TikTok topic has positioned it at the vanguard of an marketing transformation, in which large companies are allocating substantial funds to content creators and reducing expenditure on promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

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

Hailed as a solution for polishing footwear or making fragrance last longer, as well as a fix for creaky hinges. Users have even applied it to stop the scourge of crisp flavouring sticking to fingers.

Capitalising on the Conversation

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

Assertions that it diminished the burn from hot food on the lips were given the thumbs up. So too were ideas it could prolong perfume and restore leather handbags. Proposals that it might brighten smiles or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

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

This observation of social channels to guide corporate planning has been termed “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

The company's social media lead, who is leading the online push, said the company was just evolving with contemporary approaches of engaging audiences. She said participating on platforms “without dampening the fun” was essential.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, since the era of community gossip and discussing household products.

“There’s this moving away from a broadcast model, where we would just send out ads … Currently, it's countless discussions, various groups. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“If you can make sure your brand is shared by consumers, recommended by peers, that is how you can build trust and relevance. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

This plan mirrors profound shifts occurring in how media is consumed, with younger consumers allocating more attention to social media platforms than television, magazines or radio.

The shift is reflected in declines in traditional media advertising. Across Britain, advertising income for primary networks have fallen by more than £600m in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

This further signifies a merging of functions as corporations essentially turn into content studios, partnering with hundreds of content creators to boost their products.

An industry expert from a leading agency said: “Naturally, an exodus of attention away from some legacy media and they are dedicating far more hours to Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us people trust recommendations from the personalities they subscribe to compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over large-scale legacy ad buys, which also enables easier content adjustment to see what works.

This strategy is expanding. Advertising spending on the creator economy is increasing four times faster than the media industry overall. Across the United States, it has over doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

Traditional Media's Continued Place

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

She added: “One of the highest return-on-investment media opportunities is still the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”