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Originally found more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline may not seem like an clear candidate for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an promotional upheaval, in which large companies are spending big on content creators and putting fewer resources into advertising goods in conventional outlets.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers using on their skin with a derivative of drilling. Today, a spree of amateur-created clips have chronicled its broad application in “everyday tips”.

Promoted as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for creaky hinges. It has even been deployed to stop the scourge of crisp flavouring sticking 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.

Suggestions that it lessened the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could prolong perfume and rejuvenate purses. Proposals that it might bleach teeth or extend lashes were disproven.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has helped convince executives to dramatically increase investment in content creators.

This monitoring of online platforms to shape commercial tactics has been dubbed “social listening”. The company's chief executive, newly named, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is spearheading the social media effort, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without dampening the fun” was paramount.

“How do brands authentically become part of the conversation? This has perpetually been our aim 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 send out ads … Now it’s many conversations, diverse communities. Changes in digital feeds means that these audiences appear specific, but they’re not.

“Having your brand advocated by consumers, recommended by peers, that fosters reliability and pertinence. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations occurring in how media is consumed, with Gen Z and millennial audiences spending more time on apps like TikTok and Instagram than legacy broadcast and print media.

This change is evidenced by drops in broadcast and newspaper ads. Across Britain, advertising income for leading TV channels have declined by over six hundred million pounds in real terms since 2019.

Influencer Marketing Expansion

This further signifies a blurring of media roles as large companies almost become production houses themselves, collaborating with a multitude of digital creators to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers from conventional channels and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us consumers have more faith in suggestions from the creators they engage with over traditional advertisements. This is a persistent pattern.”

He added firms may also cut expenditures by targeting content creators over large-scale legacy ad buys, which also enables easier content adjustment to see what works.

The approach is growing. Marketing investment on influencer marketing is rising at quadruple the rate than total media spending. In the US, it has more than doubled since 2021 and is projected to reach substantial figures in 2025.

TV's Lasting Role

Despite the huge changes, experts said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to frame public debate.

The executive noted: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … I think there’s 100% a place for them.”