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First identified over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline may not seem like an obvious target for digital platform algorithms.

However, its rise as a popular subject on TikTok has placed it at the forefront of an promotional upheaval, in which large companies are investing heavily in content creators and devoting less capital to advertising goods in traditional media.

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. Today, a spree of amateur-created clips have chronicled its broad application in “practical tricks”.

Hailed as a remedy for cleaning shoes or prolonging the scent of perfume, and also a remedy for squeaky doors. It has even been deployed to stop the scourge of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the sensation of spicy food on lips were confirmed. This was also the case for ideas it could extend fragrance and restore leather handbags. Proposals that it might bleach teeth or make eyelashes longer were debunked.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have formed the bulk of its promotional efforts. However, this online trend has persuaded leaders to ramp up funding for content creators.

This tracking of digital spaces to inform business strategy has been dubbed “social listening”. The company's chief executive, newly named, has suggested it is aiming to spend half of its colossal advertising budget on digital creator content.

Evolving With Audience Behavior

The company's social media lead, who is heading the digital initiative, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without spoiling the atmosphere” was crucial.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just broadcast out … Today, it's numerous dialogues, diverse communities. The shift of the algorithms means that these groups seem specialized, however, they are large.

“Ensuring your product is discussed by consumers, recommended by peers, this builds credibility and connection. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The strategy reflects seismic changes taking place in media consumption, with Gen Z and millennial audiences spending more time on social media platforms than legacy broadcast and print media.

The transition is visible in declines in broadcast and newspaper ads. Within the United Kingdom, ad revenues for major broadcasters have fallen by more than £600m in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

This further signifies a merging of functions as corporations essentially turn into content studios, collaborating with hundreds of content creators to boost their products.

A commercial director at a major talent 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.

“A lot of brands are telling us audiences believe endorsements from the creators they engage with compared to commercial messages. That’s a consistent trend.”

He added firms may also cut expenditures by focusing on influencers over large-scale legacy ad buys, which also allows them to tweak their content more easily to test effectiveness.

This strategy is expanding. Advertising spending on the creator economy is rising at quadruple the rate than the broader media sector. In the US, it has increased by over 100% since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to drive countrywide discourse.

Sykes said: “A top-tier ROI marketing event is still the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”