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Originally found over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline may not seem like an natural focus for digital platform algorithms.

Nonetheless, its ascent as a popular subject on TikTok has positioned it at the vanguard of an advertising revolution, seeing big businesses spending big on content creators and putting fewer resources into advertising goods in traditional media.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Now, a flood of content from users have recorded its extensive utilization in “life hacks”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, as well as a fix for noisy doorways. Its use has even extended to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Detecting the product’s new life online, executives at the multinational enhanced the tricks 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 confirmed. Similarly supported were ideas it could extend fragrance and restore leather handbags. Proposals that it might brighten smiles or extend lashes were refuted.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has helped convince executives to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been termed “social listening”. The company's chief executive, freshly instated, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, 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 do brands authentically become part of the conversation? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and sharing usage tips.

“There’s this moving away from a mass communication approach, where we would just broadcast out … Now it’s many conversations, various groups. Changes in digital feeds means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by users, talked about by other people, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects seismic changes taking place in media consumption, with younger consumers spending more time on social media platforms than traditional TV, print, or radio.

The shift is reflected in falling revenues for TV and print advertising. In the UK, commercial funding for primary networks have fallen by more than £600m in actual value since the end of the last decade.

The Creator Economy Boom

It also reflects a media convergence as brands effectively act as media producers, partnering with numerous influencers to enhance their items.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers away from some legacy media 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. This is a persistent pattern.”

He said brands could also save money by investing in creators over big traditional media campaigns, which also allows them to tweak their content more easily to gauge performance.

This strategy is expanding. Advertising spending on the creator economy is growing fourfold quicker than the media industry overall. In the US, it has over doubled since 2021 and is forecast to attain tens of billions in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed TV advertising still had a prominent role to play, as networks still held the capability to frame public debate.

She added: “Among the most effective advertising investments is still events like 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.”