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Originally found over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline could hardly be considered an obvious target for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has thrust it into the lead of an promotional upheaval, seeing big businesses spending big on content creators and putting fewer resources into marketing items in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Currently, a wave of user-generated videos have documented the product’s widespread use in “life hacks”.

Promoted as a solution for polishing footwear or extending perfume longevity, as well as a fix for creaky hinges. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Detecting the product’s new life online, strategists within the corporation amplified the hacks by asking their own scientists to test them and providing creators with the outcome data.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. Similarly supported were ideas it could lengthen scent duration and revive leather bags. 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. However, this online trend has persuaded leaders to ramp up funding for content creators.

This monitoring of online platforms to inform business strategy has been dubbed “social listening”. Fernando Fernández, freshly instated, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Shifting to Modern Engagement

The company's social media lead, who is leading the online push, said the company was merely adjusting to novel methods of connecting with customers. She said participating on platforms “without dampening the fun” was paramount.

“How can companies join discussions credibly? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and talking about what they used.

“We are witnessing a departure from a one-to-many model, where we would just transmit messages … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these communities feel niche, however, they are large.

“Ensuring your product is discussed by consumers, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

The strategy reflects seismic changes happening in audience habits, with Gen Z and millennial audiences spending more time on apps like TikTok and Instagram than legacy broadcast and print media.

The transition is visible in declines in broadcast and newspaper ads. Within the United Kingdom, advertising income for leading TV channels have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

It also reflects a media convergence as corporations essentially turn into content studios, collaborating with numerous influencers to enhance their items.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels and their time is increasingly on 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 individuals they follow over traditional advertisements. This is a persistent pattern.”

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

Such methods are increasing. Advertising spending on the creator economy is increasing four times faster than total media spending. Across the United States, it has over doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Even with this transformation, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to drive countrywide discourse.

She added: “Among the most effective advertising investments is still the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”