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Originally found more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an obvious target for digital platform algorithms.

However, its rise as a viral TikTok topic has positioned it at the vanguard of an marketing transformation, seeing big businesses spending big on content creators and reducing expenditure on promoting products in legacy broadcasters.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have recorded its extensive utilization in “practical tricks”.

Hailed as a remedy for cleaning shoes or prolonging the scent of perfume, and also a remedy for creaky hinges. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation enhanced the tricks by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the sensation of spicy food on lips were confirmed. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might brighten smiles or lengthen eyelashes were debunked.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has helped convince executives to dramatically increase investment in content creators.

This monitoring of online platforms to guide corporate planning has been labeled “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was merely adjusting to novel methods of engaging audiences. She said engaging on social media “without dampening the fun” was paramount.

“How can companies join discussions credibly? This has perpetually been our aim as brands, back to when people were hanging out their laundry and discussing household products.

“There’s this moving away from a broadcast model, where we would just send out ads … Currently, it's countless discussions, many communities. The shift of the algorithms means that these groups seem specialized, but they’re not.

“Having your brand advocated by consumers, recommended by peers, that is how you can build trust and relevance. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

This plan mirrors profound shifts taking place in media consumption, with the youth demographic devoting greater hours to digital networks than legacy broadcast and print media.

This change is evidenced by drops in broadcast and newspaper ads. In the UK, ad revenues for leading TV channels have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

Additionally, it points to a blurring of media roles as brands effectively act as media producers, linking up with hundreds of content creators to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the creators they engage with more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs 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. Marketing investment on influencer marketing is growing fourfold quicker than the media industry overall. In the US, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, executives said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to drive countrywide discourse.

She added: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”