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Originally found over 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline could hardly be considered an clear candidate for online content feeds.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an advertising revolution, where major corporations are spending big on content creators and devoting less capital to promoting products in traditional media.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a residue from oil extraction. Now, a flood of amateur-created clips have recorded its extensive utilization in “everyday tips”.

It has been touted as a solution for polishing footwear or making fragrance last longer, along with a cure for noisy doorways. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation enhanced the tricks by asking their own scientists to test them and sharing the findings with influencers.

Claims that Vaseline reduced the sting of chili on the mouth were validated. This was also the case for ideas it could extend fragrance and restore leather handbags. Claims that it would bleach teeth or extend lashes were refuted.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have been the cornerstone of its marketing push. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been termed “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Evolving With Audience Behavior

The company's social media lead, who is leading the online push, said the company was merely adjusting to novel methods of engaging audiences. She said engaging on social media “without dampening the fun” was essential.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“There’s this moving away from a mass communication approach, where we would just send out ads … Today, it's numerous dialogues, many communities. Changes in digital feeds means that these communities feel niche, however, they are large.

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

A Fundamental Consumption Turn

The approach indicates seismic changes taking place in media consumption, with younger consumers spending more time on social media platforms than legacy broadcast and print media.

This change is evidenced by declines in traditional media advertising. Across Britain, advertising income for primary networks have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

This further signifies a media convergence as large companies almost become production houses themselves, partnering with a multitude of digital creators to enhance their items.

Leon Harlow said: “Obviously there’s a flow of audiences away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us audiences believe endorsements from the creators they engage with compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over large-scale legacy ad buys, which also allows them to tweak their content more easily to see what works.

The approach is growing. Marketing investment on digital creator partnerships is growing fourfold quicker than the broader media sector. Across the United States, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

Sykes said: “A top-tier ROI marketing event is still 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.”