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As a product discovered over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline could hardly be considered an obvious target for social media algorithms.

However, its rise as a viral TikTok topic has positioned it at the vanguard of an marketing transformation, in which large companies are spending big on content creators and putting fewer resources into marketing items in legacy broadcasters.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Today, a spree of content from users have recorded its extensive utilization in “everyday tips”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, along with a cure for creaky hinges. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational enhanced the tricks by tasking their in-house experts with verification and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. So too were ideas it could extend fragrance and rejuvenate purses. Proposals that it might bleach teeth or lengthen eyelashes were debunked.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have formed the bulk of its promotional efforts. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This monitoring of online platforms to guide corporate planning has been dubbed “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend a full fifty percent of its huge ad budget on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is spearheading the social media effort, said the company was simply adapting to new ways of connecting with customers. She said engaging on social media “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 discussing household products.

“The trend is shifting from a broadcast model, where we would just broadcast out … Today, it's numerous dialogues, diverse communities. Changes in digital feeds means that these audiences appear specific, yet they are vast.

“If you can make sure your brand is shared by other people, talked about by other people, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors profound shifts occurring in how media is consumed, with Gen Z and millennial audiences spending more time on apps like TikTok and Instagram than television, magazines or radio.

The transition is visible in falling revenues for broadcast and newspaper ads. In the UK, commercial funding for primary networks have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

This further signifies a merging of functions as large companies almost become production houses themselves, linking up with hundreds of content creators to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers away from some legacy media and they’re spending a lot more time on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us consumers have more faith in suggestions from the creators they engage with compared to commercial messages. That’s a consistent trend.”

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

Such methods are increasing. Promotional expenditure on digital creator partnerships is increasing four times faster than the media industry overall. Across the United States, it has over doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

TV's Lasting Role

Even with this transformation, executives 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 a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”