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Originally found more than 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline might not appear as an clear candidate for online content feeds.

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an advertising revolution, in which large companies are spending big on content creators and reducing expenditure on advertising goods in traditional media.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Currently, a wave of user-generated videos have documented the product’s widespread use in “life hacks”.

Promoted as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for creaky hinges. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Capitalising on the Conversation

Spotting its digital renaissance, strategists within the corporation enhanced the tricks by asking their own scientists to test them and sharing the findings with influencers.

Assertions that it diminished the sting of chili on the mouth were validated. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Claims that it would bleach teeth or lengthen eyelashes 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 helped convince executives to turbocharge spending on content creators.

This tracking of digital spaces to guide corporate planning has been labeled “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend half of its colossal advertising budget on social media content.

Adapting to New Consumer Habits

Selina Sykes, who is spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said interacting online “without dampening the fun” was paramount.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and talking about what they used.

“There’s this moving away from a broadcast model, where we would just transmit messages … Now it’s many conversations, diverse communities. Changes in digital feeds means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by users, mentioned by individuals, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations taking place in media consumption, with Gen Z and millennial audiences spending more time on digital networks than legacy broadcast and print media.

This change is evidenced by declines in traditional media advertising. Across Britain, ad revenues for primary networks have fallen by more than £600m in actual value since the end of the last decade.

The Rise of the Creator Economy

Additionally, it points to a media convergence as corporations essentially turn into content studios, partnering with numerous influencers to enhance their items.

An industry expert from a leading agency said: “Naturally, an exodus of attention out of certain traditional media outlets and their time is increasingly on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us consumers have more faith in suggestions from the personalities they subscribe to over traditional advertisements. It's an ongoing shift.”

He said brands could also save money by investing in creators over big traditional media campaigns, which also enables easier content adjustment to see what works.

This strategy is expanding. Marketing investment on influencer marketing is rising at quadruple the rate than the broader media sector. Stateside, it has over doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to frame public debate.

The executive noted: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ The focus is on who seizes focus … I think there’s 100% a place for them.”