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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an natural focus for digital platform algorithms.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an marketing transformation, where major corporations are spending big on content creators and putting fewer resources into marketing items in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a byproduct of the drilling process. Today, a spree of amateur-created clips have chronicled its broad application in “life hacks”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, along with a cure for noisy doorways. It has even been deployed to stop the scourge of crisp flavouring sticking to fingers.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational amplified the hacks by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. Similarly supported were ideas it could extend fragrance and revive leather bags. Suggestions it could bleach teeth or lengthen eyelashes were disproven.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. However, this online trend has helped convince executives to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was merely adjusting to novel methods of engaging audiences. She said participating on platforms “without killing the party” was paramount.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, since the era of community gossip and talking about what they used.

“We are witnessing a departure from a mass communication approach, where we would just broadcast out … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these communities feel niche, but they’re not.

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

A Seismic Media Shift

This plan mirrors dramatic transformations taking place in media consumption, with younger consumers spending more time on apps like TikTok and Instagram than television, magazines or radio.

This change is evidenced by falling revenues for TV and print advertising. Within the United Kingdom, ad revenues for primary networks have fallen by more than £600m in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a media convergence as large companies almost become production houses themselves, linking up with a multitude of digital creators to boost their products.

Leon Harlow said: “Naturally, an exodus of attention from conventional channels and they are dedicating far more hours to 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 personalities they subscribe to over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by focusing on influencers over large-scale legacy ad buys, which also enables easier content adjustment to see what works.

Such methods are increasing. Advertising spending on digital creator partnerships is growing fourfold quicker than total media spending. Across the United States, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

Traditional Media's Continued Place

Even with this transformation, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

She added: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”