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Originally found over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline may not seem like an natural focus for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an advertising revolution, where major corporations are spending big on content creators and reducing expenditure on marketing items in conventional outlets.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Currently, a wave of content from users have recorded its extensive utilization in “everyday tips”.

Hailed as a solution for polishing footwear or making fragrance last longer, as well as a fix for noisy doorways. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Harnessing the Hype

Noticing its viral resurgence, executives at the multinational boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the burn from hot food on the lips were validated. So too were ideas it could lengthen scent duration and restore leather handbags. Proposals that it might brighten smiles or extend lashes were disproven.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. Yet this viral episode has helped convince executives to turbocharge spending on content creators.

This tracking of digital spaces to guide corporate planning has been labeled “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

The company's social media lead, who is leading the online push, said the company was just evolving with contemporary approaches of reaching consumers. She said participating on platforms “without killing the party” was paramount.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and discussing household products.

“The trend is shifting from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, many communities. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by consumers, talked about by other people, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations taking place in media consumption, with the youth demographic allocating more attention to social media platforms than traditional TV, print, or radio.

The shift is reflected in falling revenues for traditional media advertising. In the UK, commercial funding for leading TV channels have declined by over six hundred million pounds in real terms since 2019.

The Rise of the Creator Economy

This further signifies a blurring of media roles 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: “Naturally, an exodus of attention out of certain traditional media outlets and their time is increasingly on 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 more than they trust ads. That’s a consistent trend.”

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.

This strategy is expanding. Advertising spending on influencer marketing is rising at quadruple the rate than the media industry overall. In the US, it has more than doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Even with this transformation, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to frame public debate.

Sykes said: “A top-tier ROI marketing event is still major broadcast spectacles. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”