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First identified over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an obvious target for online content feeds.

Yet the brand’s emergence as a popular subject on TikTok has thrust it into the lead of an promotional upheaval, in which large companies are allocating substantial funds to content creators and devoting less capital to marketing items in traditional media.

The Path from Petroleum to Platforms

First created commercially in the 1870s by scientist Robert Cheeseborough, who saw laborers rubbing their skin with a derivative of drilling. Now, a flood of user-generated videos have chronicled its broad application in “everyday tips”.

Promoted as a remedy for cleaning shoes or extending perfume longevity, along with a cure for creaky hinges. Its use has even extended to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Detecting the product’s new life online, strategists within the corporation amplified the hacks by asking their own scientists to test them and letting the content creators in on the results.

Claims that Vaseline reduced the burn from hot food on the lips were confirmed. So too were ideas it could extend fragrance and revive leather bags. Claims that it would brighten smiles or lengthen eyelashes were debunked.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. Yet this viral episode has persuaded leaders to ramp up funding for content creators.

This observation of social channels to guide corporate planning has been termed “social listening”. Fernando Fernández, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Evolving With Audience Behavior

Selina Sykes, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without dampening the fun” was crucial.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and talking about what they used.

“We are witnessing a departure from a one-to-many model, where we would just transmit messages … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by other people, recommended by peers, that is how you can build trust and relevance. Influencers are vital for this. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects profound shifts taking place in media consumption, with younger consumers devoting greater hours to digital networks than television, magazines or radio.

The shift is reflected in falling revenues for broadcast and newspaper ads. Across Britain, commercial funding for major broadcasters have declined by over six hundred million pounds in real terms since 2019.

The Rise of the Creator Economy

It also reflects a media convergence as brands effectively act as media producers, linking up with a multitude of digital creators to enhance their items.

A commercial director at a major talent agency said: “Naturally, an exodus of attention from conventional channels and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us audiences believe endorsements from the creators they engage with over traditional advertisements. That’s a consistent trend.”

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also allows them to tweak their content more easily to test effectiveness.

Such methods are increasing. Marketing investment on influencer marketing is growing fourfold quicker than total media spending. In the US, it has more than doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

TV's Lasting Role

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 frame public debate.

She added: “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 … I believe there is absolutely a role for them.”