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Originally found over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline might not appear as an obvious target for digital platform algorithms.

Yet the brand’s emergence as a TikTok talking point has thrust it into the lead of an marketing transformation, where major corporations are spending big on content creators and reducing expenditure on advertising goods in traditional media.

A Journey from Drilling to Digital

First created commercially in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a byproduct of the drilling process. Today, a spree of content from users have documented the product’s widespread use in “everyday tips”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for creaky hinges. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational boosted the tips by tasking their in-house experts with verification and letting the content creators in on the results.

Claims that Vaseline reduced the sensation of spicy food on lips were confirmed. This was also the case for ideas it could prolong perfume and revive leather bags. Claims that it would bleach teeth or extend lashes were refuted.

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 led decision-makers to ramp up funding for content creators.

This monitoring of online platforms to shape commercial tactics has been termed “social listening”. Fernando Fernández, newly named, has suggested it is aiming to spend a full fifty percent of its huge ad budget on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was simply adapting to new ways of connecting with customers. She said interacting online “without dampening the fun” was essential.

“What is the key to genuine brand integration? This remains our core objective as brands, since the era of community gossip and discussing household products.

“There’s this moving away from a mass communication approach, where we would just broadcast out … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by consumers, mentioned by individuals, that fosters reliability and pertinence. Influencers are vital for this. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations taking place in media consumption, with younger consumers devoting greater hours to digital networks than traditional TV, print, or radio.

The shift is reflected in falling revenues for traditional media advertising. Across Britain, ad revenues for major broadcasters have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

It also reflects a media convergence as corporations essentially turn into content studios, collaborating with a multitude of digital creators to promote their goods.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and their time is increasingly on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the creators they engage with more than they trust ads. This is a persistent pattern.”

He added firms may also cut expenditures by targeting content creators over large-scale legacy ad buys, which also permits simpler message refinement to gauge performance.

This strategy is expanding. Marketing investment on influencer marketing is growing fourfold quicker than total media spending. Stateside, it has more than doubled since 2021 and is forecast to attain tens of billions in 2025.

TV's Lasting Role

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to frame public debate.

Sykes said: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”