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First identified more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an clear candidate for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an advertising revolution, where major corporations are allocating substantial funds to content creators and reducing expenditure on marketing items in conventional outlets.

A Journey from Drilling to Digital

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a derivative of drilling. Currently, a wave of content from users have recorded its extensive utilization in “practical tricks”.

Hailed as a solution for polishing footwear or extending perfume longevity, and also a remedy for creaky hinges. Users have even applied it to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

Detecting the product’s new life online, executives at the multinational enhanced the tricks by tasking their in-house experts with verification and sharing the findings with influencers.

Assertions that it diminished the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could extend fragrance and restore leather handbags. Proposals that it might whiten teeth or lengthen eyelashes were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. Yet this viral episode has persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to guide corporate planning has been termed “social listening”. The company's chief executive, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Evolving With Audience Behavior

The company's social media lead, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said interacting online “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a mass communication approach, where we would just transmit messages … Now it’s many conversations, many communities. The evolution of platform algorithms means that these audiences appear specific, however, they are large.

“Having your brand advocated by users, mentioned by individuals, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

The approach indicates seismic changes taking place in media consumption, with the youth demographic devoting greater hours to apps like TikTok and Instagram than television, magazines or radio.

The shift is reflected in declines in broadcast and newspaper ads. In the UK, advertising income for primary networks have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

It also reflects a media convergence as large companies almost become production houses themselves, linking up with hundreds of content 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 digital video and image apps than they are watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the creators they engage with more than they trust ads. That’s a consistent trend.”

He said brands could also save money by investing in creators over large-scale legacy ad buys, which also permits simpler message refinement to see what works.

The approach is growing. Promotional expenditure on digital creator partnerships is increasing four times faster than the media industry overall. In the US, it has over doubled since 2021 and is expected to hit tens of billions in 2025.

TV's Lasting Role

Despite the huge changes, executives said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to drive countrywide discourse.

The executive noted: “Among the most effective advertising investments is still major broadcast spectacles. It's not a matter of networks declaring: ‘We are no longer pertinent.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”