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

However, its rise as a TikTok talking point has positioned it at the vanguard of an advertising revolution, in which large companies are allocating substantial funds to content creators and devoting less capital to marketing items in conventional outlets.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who saw laborers applying to their skin with a derivative of drilling. Currently, a wave of user-generated videos have chronicled its broad application in “everyday tips”.

Promoted as a solution for polishing footwear or making fragrance last longer, as well as a fix for noisy doorways. Users have even applied it to stop the scourge of chip seasoning clinging to fingers.

Harnessing the Hype

Noticing its viral resurgence, executives at the multinational amplified the hacks by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the burn from hot food on the lips were validated. This was also the case for ideas it could lengthen scent duration and rejuvenate purses. Claims that it would whiten teeth or make eyelashes longer were debunked.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has persuaded leaders to dramatically increase investment in content creators.

This monitoring of online platforms to inform business strategy has been dubbed “social listening”. The company's chief executive, newly named, has stated the intention is to spend half of its colossal advertising budget on social media content.

Evolving With Audience Behavior

Selina Sykes, who is leading the online push, said the company was just evolving with contemporary approaches of connecting with customers. She said interacting online “without killing the party” was crucial.

“How can companies join discussions credibly? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

“There’s this moving away from a broadcast model, where we would just transmit messages … Now it’s many conversations, diverse communities. 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 users, mentioned by individuals, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects seismic changes happening in audience habits, with younger consumers allocating more attention to digital networks than legacy broadcast and print media.

This change is evidenced by falling revenues for TV and print advertising. Within the United Kingdom, commercial funding for primary networks 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 brands effectively act as media producers, collaborating with a multitude of digital creators to promote their goods.

Leon Harlow said: “Naturally, an exodus of attention out of certain traditional media outlets and they’re spending a lot more time on digital video and image apps than they are consuming linear broadcasts or printed matter.

“Many companies report to us people trust recommendations from the personalities they subscribe to compared to commercial messages. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over large-scale legacy ad buys, which also enables easier content adjustment to gauge performance.

The approach is growing. Promotional expenditure on the creator economy is increasing four times faster than total media spending. Stateside, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed television commercials still played a key part to play, as networks still held the capability to drive countrywide discourse.

She added: “A top-tier ROI marketing event is still major broadcast spectacles. It's not a matter of networks declaring: ‘Our relevance has faded.’ The focus is on who seizes focus … I think there’s 100% a place for them.”