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First identified over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an obvious target for digital platform algorithms.

Yet the brand’s emergence as a viral TikTok topic has positioned it at the vanguard of an promotional upheaval, seeing big businesses allocating substantial funds to content creators and reducing expenditure on advertising goods in traditional media.

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. Now, a flood of amateur-created clips have documented the product’s widespread use in “life hacks”.

Promoted as a fix for dirty sneakers or prolonging the scent of perfume, as well as a fix for noisy doorways. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the burn from hot food on the lips were validated. This was also the case for ideas it could prolong perfume and rejuvenate purses. Claims that it would whiten teeth or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to ramp up funding for content creators.

This observation of social channels to inform business strategy has been labeled “social listening”. The company's chief executive, 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 leading the online push, said the company was just evolving with contemporary approaches of reaching consumers. She said engaging on social media “without killing the party” was paramount.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, since the era of community gossip and talking about what they used.

“The trend is shifting from a one-to-many model, where we would just transmit messages … Now it’s many conversations, many communities. Changes in digital feeds means that these communities feel niche, but they’re not.

“If you can make sure your brand is shared by other people, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects profound shifts occurring in how media is consumed, with the youth demographic devoting greater hours to digital networks than traditional TV, print, or radio.

This change is evidenced by falling revenues for TV and print advertising. In the UK, ad revenues for primary networks have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a blurring of media roles as brands effectively act as media producers, collaborating with a multitude of digital creators to promote their goods.

An industry expert from a leading agency said: “Naturally, an exodus of attention out of certain traditional media outlets 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 creators they engage with over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to test effectiveness.

The approach is growing. Marketing investment on the creator economy is increasing four times faster than the media industry overall. In the US, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Even with this transformation, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to drive countrywide discourse.

Sykes said: “A top-tier ROI marketing event is still events like the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”