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As a product discovered more than 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline could hardly be considered an obvious target for online content feeds.

However, its rise as a TikTok talking point has thrust it into the lead of an advertising revolution, where major corporations are investing heavily in content creators and putting fewer resources into advertising goods in traditional media.

The Path from Petroleum to Platforms

First created commercially in the 1870s by scientist Robert Cheeseborough, who observed drillers using on their skin with a derivative of drilling. Now, a flood of user-generated videos have chronicled its broad application in “practical tricks”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for squeaky doors. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Harnessing the Hype

Detecting the product’s new life online, 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 sensation of spicy food on lips were given the thumbs up. This was also the case for ideas it could lengthen scent duration and restore leather handbags. Proposals that it might whiten teeth or make eyelashes longer were refuted.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. However, this online trend has helped convince executives to turbocharge spending on content creators.

This tracking of digital spaces to inform business strategy has been dubbed “social listening”. Fernando Fernández, freshly instated, has indicated the goal is to spend a full fifty percent of its huge ad budget on social media content.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was just evolving with contemporary approaches of engaging audiences. She said interacting online “without killing the party” was crucial.

“How can companies join discussions credibly? This remains our core objective as brands, back to when people were hanging out their laundry and sharing usage tips.

“The trend is shifting 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 audiences appear specific, but they’re not.

“If you can make sure your brand is shared by consumers, mentioned by individuals, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

This plan mirrors seismic changes happening in audience habits, with the youth demographic devoting greater hours to social media platforms than television, magazines or radio.

The transition is visible in drops in TV and print advertising. Within the United Kingdom, commercial funding for leading TV channels have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a blurring of media roles as corporations essentially turn into content studios, linking up with a multitude of digital creators to boost their products.

An industry expert from a leading agency said: “Naturally, an exodus of attention out of certain traditional media outlets and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us people trust recommendations from the individuals they follow compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

The approach is growing. Promotional expenditure on the creator economy is growing fourfold quicker than the media industry overall. Across the United States, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

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 frame public debate.

Sykes said: “A top-tier ROI marketing event is still the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”