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First identified more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an clear candidate for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has positioned it at the vanguard of an advertising revolution, seeing big businesses spending big on content creators and reducing expenditure on marketing items in traditional media.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a residue from oil extraction. Currently, a wave of amateur-created clips have chronicled its broad application in “life hacks”.

Hailed as a remedy for cleaning shoes or prolonging the scent of perfume, and also a remedy for noisy doorways. It has even been deployed to combat the nuisance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational enhanced the tricks by tasking their in-house experts with verification and letting the content creators in on the results.

Claims that Vaseline reduced the burn from hot food on the lips were confirmed. This was also the case for ideas it could extend fragrance and revive leather bags. Proposals that it might whiten teeth or extend lashes were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. Yet this viral episode has helped convince executives to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been termed “social listening”. The company's chief executive, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

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

“How can companies join discussions credibly? This remains our core objective as brands, since the era of community gossip and talking about what they used.

“We are witnessing a departure from a broadcast model, where we would just send out ads … Currently, it's countless discussions, various groups. Changes in digital feeds means that these groups seem specialized, however, they are large.

“Having your brand advocated by users, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects seismic changes happening in audience habits, with younger consumers spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

The transition is visible in declines in traditional media advertising. Within the United Kingdom, commercial funding for primary networks have declined by over six hundred million pounds in real terms since 2019.

The Creator Economy Boom

It also reflects a merging of functions as large companies almost become production houses themselves, linking up with numerous influencers to promote their goods.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they’re spending a lot more time on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us consumers have more faith in suggestions from the individuals they follow more than they trust ads. This is a persistent pattern.”

He added firms may also cut expenditures by focusing on influencers over expensive broadcast campaigns, which also enables easier content adjustment to gauge performance.

Such methods are increasing. Promotional expenditure on the creator economy is growing fourfold quicker than total media spending. Across the United States, it has increased by over 100% since 2021 and is forecast to attain tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to drive countrywide discourse.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”