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Originally found over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline may not seem like an clear candidate for online content feeds.

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, seeing big businesses allocating substantial funds to content creators and putting fewer resources into advertising goods in conventional outlets.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Now, a flood of user-generated videos have recorded its extensive utilization in “life hacks”.

Promoted as a solution for polishing footwear or extending perfume longevity, as well as a fix for noisy doorways. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational boosted the tips by asking their own scientists to test them and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Suggestions it could whiten teeth or make eyelashes longer were debunked.

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 led decision-makers to ramp up funding for content creators.

This tracking of digital spaces to inform business strategy has been dubbed “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without spoiling the atmosphere” was crucial.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, back to when people were hanging out their laundry and talking about what they used.

“There’s this moving away from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, diverse communities. The shift of the algorithms means that these communities feel niche, yet they are vast.

“If you can make sure your brand is shared by users, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The strategy reflects profound shifts taking place in media consumption, with the youth demographic spending more time on social media platforms than traditional TV, print, or radio.

The shift is reflected in drops in TV and print advertising. In the UK, ad revenues for leading TV channels have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

This further signifies a blurring of media roles as large companies almost become production houses themselves, collaborating with numerous influencers to enhance their items.

Leon Harlow 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 watching live TV or reading print.

“A lot of brands are telling us consumers have more faith in suggestions from the creators they engage with more than they trust ads. This is a persistent pattern.”

He noted companies can reduce costs by investing in creators over large-scale legacy ad buys, which also permits simpler message refinement to test effectiveness.

The approach is growing. Advertising spending on digital creator partnerships is increasing four times faster than the media industry overall. In the US, it has increased by over 100% since 2021 and is expected to hit multi-billion dollar sums in 2025.

TV's Lasting Role

Regardless of the massive shift, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to shape the national conversation.

Sykes said: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”