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As a product discovered more than 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline might not appear as an obvious target for digital platform algorithms.

Yet the brand’s emergence as a viral TikTok topic has positioned it at the vanguard of an promotional upheaval, in which large companies are allocating substantial funds to content creators and putting fewer resources into advertising goods in conventional outlets.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who observed drillers applying to their skin with a byproduct of the drilling process. Now, a flood of content from users have documented the product’s widespread use in “life hacks”.

Promoted as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for creaky hinges. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational boosted the tips by having their research teams evaluate the claims and providing creators with the outcome data.

Suggestions that it lessened the burn from hot food on the lips were confirmed. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Claims that it would bleach teeth or make eyelashes longer were disproven.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has helped convince executives to ramp up funding for content creators.

This tracking of digital spaces to shape commercial tactics has been dubbed “social listening”. Fernando Fernández, newly named, has suggested it is aiming 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 killing the party” was paramount.

“How can companies join discussions credibly? This has perpetually been our aim as brands, back to when people were hanging out their laundry and discussing household products.

“There’s this moving away from a one-to-many model, where we would just transmit messages … Today, it's numerous dialogues, diverse communities. The evolution of platform algorithms means that these groups seem specialized, but they’re not.

“If you can make sure your brand is shared by consumers, mentioned by individuals, this builds credibility and connection. 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 Gen Z and millennial audiences allocating more attention to digital networks than traditional TV, print, or radio.

The shift is reflected in drops in traditional media advertising. In the UK, commercial funding for major broadcasters have declined by over six hundred million pounds in real terms since 2019.

The Creator Economy Boom

It also reflects a media convergence as large companies almost become production houses themselves, collaborating with a multitude of digital creators to enhance their items.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they’re spending a lot more time on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the individuals they follow compared to commercial messages. It's an ongoing shift.”

He added firms may also cut expenditures by targeting content creators over big traditional media campaigns, which also permits simpler message refinement to see what works.

Such methods are increasing. Advertising spending on digital creator partnerships is growing fourfold quicker than the media industry overall. Stateside, it has over doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Even with this transformation, executives said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

The executive noted: “Among the most effective advertising investments is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”