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First identified over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline could hardly be considered an obvious target for social media algorithms.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an promotional upheaval, in which large companies are allocating substantial funds to content creators and devoting less capital to marketing items in legacy broadcasters.

The Path from Petroleum to Platforms

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Now, a flood of amateur-created clips have chronicled its broad application in “everyday tips”.

It has been touted as a remedy for cleaning shoes or prolonging the scent of perfume, and also a remedy for creaky hinges. Users have even applied it to prevent the annoyance of crisp flavouring sticking to fingers.

Harnessing the Hype

Detecting the product’s new life online, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and letting the content creators in on the results.

Assertions that it diminished the burn from hot food on the lips were given the thumbs up. This was also the case for ideas it could lengthen scent duration and restore leather handbags. Claims that it would bleach teeth or make eyelashes longer were refuted.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have been the cornerstone of its marketing push. Yet this viral episode has helped convince executives to ramp up funding for content creators.

This observation of social channels to inform business strategy has been dubbed “social listening”. Fernando Fernández, freshly instated, has suggested it is aiming to spend a full fifty percent of its huge ad budget on digital creator content.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was essential.

“What is the key to genuine brand integration? 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 broadcast model, where we would just broadcast out … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these groups seem specialized, but they’re not.

“If you can make sure your brand is shared by other people, mentioned by individuals, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The strategy reflects dramatic transformations occurring in how media is consumed, with younger consumers allocating more attention to social media platforms than legacy broadcast and print media.

The transition is visible in falling revenues for TV and print advertising. Within the United Kingdom, advertising income for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

This further signifies a media convergence as brands effectively act as media producers, partnering with a multitude of digital creators to promote their goods.

Leon Harlow said: “Naturally, an exodus of attention away from some legacy media and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the creators they engage with over traditional advertisements. That’s a consistent trend.”

He said brands could also save money by focusing on influencers over large-scale legacy ad buys, which also enables easier content adjustment to test effectiveness.

The approach is growing. Promotional expenditure on influencer marketing is increasing four times faster than the media industry overall. Across the United States, it has more than doubled since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, executives said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

Sykes said: “A top-tier ROI marketing event is still major broadcast spectacles. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”