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As a product discovered over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an natural focus for social media algorithms.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an advertising revolution, seeing big businesses allocating substantial funds to content creators and devoting less capital to advertising goods in legacy broadcasters.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Today, a spree of content from users have documented the product’s widespread use in “life hacks”.

It has been touted 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 chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the sting of chili on the mouth were validated. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Suggestions it could bleach teeth or make eyelashes longer were refuted.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has persuaded leaders to dramatically increase investment in content creators.

This tracking of digital spaces to guide corporate planning has been dubbed “social listening”. The company's chief executive, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Evolving With Audience Behavior

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without killing the party” was paramount.

“How do brands authentically become part of the conversation? This remains our core objective as brands, since the era of community gossip and discussing household products.

“We are witnessing a departure from a broadcast model, where we would just send out ads … Currently, it's countless discussions, diverse communities. The shift of the algorithms means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by users, mentioned by individuals, that fosters reliability and pertinence. Content makers are key. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The approach indicates dramatic transformations happening in audience habits, with Gen Z and millennial audiences devoting greater hours to social media platforms than legacy broadcast and print media.

The transition is visible in falling revenues for broadcast and newspaper ads. Across Britain, commercial funding for primary networks have declined by over six hundred million pounds in actual value since the end of the last decade.

Influencer Marketing Expansion

Additionally, it points to a blurring of media roles as large companies almost become production houses themselves, linking up with a multitude of digital creators to boost their products.

Leon Harlow said: “Obviously there’s a flow of audiences away from some legacy media and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us consumers have more faith in suggestions from the creators they engage with more than they trust ads. This is a persistent pattern.”

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

Such methods are increasing. Advertising spending on influencer marketing is increasing four times faster than the media industry overall. Across the United States, it has increased by over 100% 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 television commercials still played a key part to play, as networks still held the capability to frame public debate.

Sykes said: “Among the most effective advertising investments is still major broadcast spectacles. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”