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As a product discovered over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an obvious target for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an marketing transformation, seeing big businesses spending big on content creators and devoting less capital to advertising goods in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have recorded its extensive utilization in “life hacks”.

It has been touted as a solution for polishing footwear or extending perfume longevity, along with a cure for squeaky doors. Its use has even extended to stop the scourge of crisp flavouring sticking to fingers.

Harnessing the Hype

Noticing its viral resurgence, strategists within the corporation enhanced the tricks by asking their own scientists to test them and sharing the findings with influencers.

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 rejuvenate purses. Claims that it would whiten teeth or extend lashes were disproven.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This tracking of digital spaces to guide corporate planning has been labeled “social listening”. The company's chief executive, freshly instated, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of engaging audiences. She said interacting online “without dampening the fun” was paramount.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just broadcast out … Today, it's numerous dialogues, many communities. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“If you can make sure your brand is shared by consumers, recommended by peers, that fosters reliability and pertinence. Influencers are vital for this. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects seismic changes occurring in how media is consumed, with younger consumers allocating more attention to digital networks than television, magazines or radio.

The shift is reflected in falling revenues for traditional media advertising. In the UK, ad revenues for leading TV channels have fallen by more than £600m in actual value since the end of the last decade.

The Rise of the Creator Economy

Additionally, it points to a blurring of media roles as large companies almost become production houses themselves, partnering with hundreds of content creators to promote their goods.

Leon Harlow said: “Naturally, an exodus of attention from conventional channels and they’re spending a lot more time on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us consumers have more faith in suggestions from the creators they engage with more than they trust ads. It's an ongoing shift.”

He added firms may also cut expenditures by focusing on influencers over big traditional media campaigns, which also permits simpler message refinement to test effectiveness.

The approach is growing. Advertising spending on the creator economy is growing fourfold quicker than total media spending. In the US, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Even with this transformation, experts said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to shape the national conversation.

Sykes said: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”