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Originally found more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline might not appear as an natural focus for online content feeds.

However, its rise as a viral TikTok topic has positioned it at the vanguard of an marketing transformation, in which large companies are investing heavily in content creators and reducing expenditure on advertising goods in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Today, a spree of user-generated videos have recorded its extensive utilization in “life hacks”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, as well as a fix for creaky hinges. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

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 sting of chili on the mouth were given the thumbs up. This was also the case for ideas it could prolong perfume and rejuvenate purses. Proposals that it might brighten smiles or lengthen eyelashes were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has helped convince executives to ramp up funding for content creators.

This tracking of digital spaces to guide corporate planning has been termed “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of engaging audiences. She said participating on platforms “without spoiling the atmosphere” was essential.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, since the era of community gossip and discussing household products.

“The trend is shifting from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, various groups. 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, recommended by peers, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors dramatic transformations occurring in how media is consumed, with the youth demographic spending more time on social media platforms than legacy broadcast and print media.

The shift is reflected in declines in traditional media advertising. In the UK, advertising income for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

It also reflects a merging of functions as large companies almost become production houses themselves, partnering with a multitude of digital creators to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us audiences believe endorsements from the individuals they follow over traditional advertisements. This is a persistent pattern.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

This strategy is expanding. Advertising spending on digital creator partnerships is rising at quadruple the rate than total media spending. Stateside, it has more than doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

TV's Lasting Role

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

She added: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”