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Originally found more than 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline might not appear as an natural focus for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has positioned it at the vanguard of an advertising revolution, seeing big businesses spending big on content creators and devoting less capital to promoting products in conventional outlets.

The Path from Petroleum to Platforms

Originally produced in the 1870s by chemist Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Now, a flood of content from users have chronicled its broad application in “everyday tips”.

It has been touted as a fix for dirty sneakers or extending perfume longevity, as well as a fix for creaky hinges. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the sensation of spicy food on lips were given the thumbs up. So too were ideas it could prolong perfume and rejuvenate purses. Suggestions it could whiten teeth or lengthen eyelashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has helped convince executives to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been termed “social listening”. The company's chief executive, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was merely adjusting to novel methods of engaging audiences. She said engaging on social media “without killing the party” was crucial.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and talking about what they used.

“The trend is shifting from a mass communication approach, where we would just transmit messages … Today, it's numerous dialogues, diverse communities. The shift of the algorithms means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by other people, talked about by other people, that is how you can build trust and relevance. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

The approach indicates profound shifts happening in audience habits, with the youth demographic spending more time on social media platforms than traditional TV, print, or radio.

The shift is reflected in falling revenues for traditional media advertising. Within the United Kingdom, ad revenues for major broadcasters have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

It also reflects a merging of functions as brands effectively act as media producers, collaborating with numerous influencers to enhance their items.

A commercial director at a major talent agency said: “Naturally, an exodus of attention away from some legacy media and their time is increasingly on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us audiences believe endorsements from the personalities they subscribe to compared to commercial messages. It's an ongoing shift.”

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

Such methods are increasing. Marketing investment on digital creator partnerships is increasing four times faster than the media industry overall. In the US, it has increased by over 100% since 2021 and is expected to hit multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to shape the national conversation.

The executive noted: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”