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As a product discovered over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline might not appear as an natural focus for online content feeds.

However, its rise as a viral TikTok topic has placed it at the forefront of an promotional upheaval, seeing big businesses allocating substantial funds to content creators and reducing expenditure on advertising goods in traditional media.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who saw laborers applying to their skin with a residue from oil extraction. Currently, a wave of user-generated videos have documented the product’s widespread use in “everyday tips”.

It has been touted as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for squeaky doors. Its use has even extended to stop the scourge of crisp flavouring sticking to fingers.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation amplified the hacks 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. This was also the case for ideas it could extend fragrance and rejuvenate purses. Claims that it would whiten teeth or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This monitoring of online platforms to shape commercial tactics has been termed “social listening”. The company's chief executive, newly named, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

The company's social media lead, who is spearheading the social media effort, said the company was simply adapting to new ways of connecting with customers. She said interacting online “without dampening the fun” was paramount.

“How can companies join discussions credibly? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a broadcast model, where we would just broadcast out … Today, it's numerous dialogues, many communities. The evolution of platform algorithms means that these communities feel niche, however, they are large.

“Ensuring your product is discussed by other people, talked about by other people, that fosters reliability and pertinence. Creators are critical to that. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects profound shifts happening in audience habits, with Gen Z and millennial audiences spending more time on social media platforms than traditional TV, print, or radio.

This change is evidenced by falling revenues for traditional media advertising. Across Britain, advertising income for leading TV channels have declined by over six hundred million pounds in actual value since the end of the last decade.

The Rise of the Creator Economy

Additionally, it points to a blurring of media roles as corporations essentially turn into content studios, linking up with hundreds of content creators to promote their goods.

Leon Harlow said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also enables easier content adjustment to see what works.

The approach is growing. Advertising spending on digital creator partnerships is rising at quadruple the rate than the broader media sector. Across the United States, it has increased by over 100% since 2021 and is expected to hit multi-billion dollar sums in 2025.

TV's Lasting Role

Even with this transformation, experts said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”