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First identified over 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline may not seem like an obvious target for digital platform algorithms.

Yet the brand’s emergence as a viral TikTok topic has thrust it into the lead of an advertising revolution, seeing big businesses investing heavily in content creators and devoting less capital to marketing items in conventional outlets.

The Path from Petroleum to Platforms

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Today, a spree of user-generated videos have documented the product’s widespread use in “everyday tips”.

Promoted as a fix for dirty sneakers or extending perfume longevity, and also a remedy for creaky hinges. It has even been deployed to stop the scourge of crisp flavouring sticking to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational enhanced the tricks by asking their own scientists to test them and providing creators with the outcome data.

Claims that Vaseline reduced the burn from hot food on the lips were confirmed. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Claims that it would bleach teeth or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. Yet this viral episode has helped convince executives to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. Fernando Fernández, newly named, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Evolving With Audience Behavior

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

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and discussing household products.

“We are witnessing a departure from a one-to-many model, where we would just transmit messages … Today, it's numerous dialogues, many communities. The shift of the algorithms means that these communities feel niche, yet they are vast.

“Having your brand advocated by users, recommended by peers, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations occurring in how media is consumed, with the youth demographic allocating more attention to social media platforms than television, magazines or radio.

This change is evidenced by drops in TV and print advertising. In the UK, advertising income for leading TV channels have fallen by more than £600m 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 boost their products.

Leon Harlow 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 consumers have more faith in suggestions from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He said brands could also save money by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to see what works.

Such methods are increasing. Promotional expenditure on influencer marketing is rising at quadruple the rate than the media industry overall. In the US, it has over doubled since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to drive countrywide discourse.

Sykes said: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”