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As a product discovered more than 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline could hardly be considered an clear candidate for social media algorithms.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an advertising revolution, seeing big businesses allocating substantial funds to content creators and devoting less capital to marketing items in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Today, a spree of amateur-created clips have chronicled its broad application in “practical tricks”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for squeaky doors. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational enhanced the tricks by asking their own scientists to test them and providing creators with the outcome data.

Assertions that it diminished the sting of chili on the mouth were validated. Similarly supported were ideas it could extend fragrance and restore leather handbags. Suggestions it could brighten smiles or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon 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 half of its colossal advertising budget on social media content.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was merely adjusting to novel methods of connecting with customers. She said interacting online “without killing the party” was crucial.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just send out ads … Now it’s many conversations, many communities. The shift of the algorithms means that these communities feel niche, however, they are large.

“Having your brand advocated by other people, recommended by peers, that is how you can build trust and relevance. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

This plan mirrors dramatic transformations occurring in how media is consumed, with Gen Z and millennial audiences allocating more attention to apps like TikTok and Instagram than legacy broadcast and print media.

The shift is reflected in declines in broadcast and newspaper ads. Across Britain, ad revenues for major broadcasters have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a merging of functions as brands effectively act as media producers, collaborating with numerous influencers to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels and their time is increasingly on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Many companies report to us people trust recommendations from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over big traditional media campaigns, which also permits simpler message refinement to test effectiveness.

The approach is growing. Promotional expenditure on the creator economy is rising at quadruple the rate than the media industry overall. Stateside, it has over doubled since 2021 and is forecast to attain tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, executives said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to drive countrywide discourse.

The executive noted: “A top-tier ROI marketing event is still the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”