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First identified more than 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline might not appear as an obvious target for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an advertising revolution, where major corporations are allocating substantial funds to content creators and devoting less capital to promoting products in legacy broadcasters.

The Path from Petroleum to Platforms

First created commercially in the 1870s by chemist Robert Cheeseborough, who saw laborers using on their skin with a residue from oil extraction. Currently, a wave of user-generated videos have recorded its extensive utilization in “practical tricks”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, along with a cure for creaky hinges. Users have even applied it to combat the nuisance of chip seasoning clinging to fingers.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational boosted the tips 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 validated. This was also the case for ideas it could extend fragrance and revive leather bags. Suggestions it could bleach teeth or make eyelashes longer were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have been the cornerstone of its marketing push. However, this online trend has persuaded leaders to ramp up funding for content creators.

This monitoring of online platforms to inform business strategy has been dubbed “social listening”. Fernando Fernández, recently appointed, has suggested it is aiming to spend half of its colossal advertising budget on digital creator content.

Evolving With Audience Behavior

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said engaging on social media “without dampening the fun” was crucial.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“There’s this moving away from a mass communication approach, where we would just broadcast out … Now it’s many conversations, many communities. Changes in digital feeds means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by users, recommended by peers, that fosters reliability and pertinence. Content makers are key. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

This plan mirrors dramatic transformations happening in audience habits, with younger consumers spending more time on digital networks than television, magazines or radio.

The transition is visible in falling revenues for traditional media advertising. Across Britain, commercial funding for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a blurring of media roles as brands effectively act as media producers, linking up with hundreds of content creators to promote their goods.

An industry expert from a leading agency said: “Naturally, an exodus of attention from conventional channels and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us people trust recommendations from the creators they engage with compared to commercial messages. It's an ongoing shift.”

He added firms may also cut expenditures by investing in creators over big traditional media campaigns, which also permits simpler message refinement to test effectiveness.

Such methods are increasing. Promotional expenditure on influencer marketing is increasing four times faster than the broader media sector. In the US, it has increased by over 100% since 2021 and is forecast to attain tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, executives said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

She added: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I think there’s 100% a place for them.”