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As a product discovered more than 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline may not seem like an natural focus for digital platform algorithms.

However, its rise as a viral TikTok topic has thrust it into the lead of an marketing transformation, where major corporations are spending big on content creators and devoting less capital to 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 residue from oil extraction. Today, a spree of user-generated videos have chronicled its broad application in “life hacks”.

It has been touted as a fix for dirty sneakers or prolonging the scent of perfume, as well as a fix for squeaky doors. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Leveraging the Buzz

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

Assertions that it diminished the sensation of spicy food on lips were confirmed. So too were ideas it could prolong perfume and rejuvenate purses. Claims that it would brighten smiles or make eyelashes longer were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This monitoring of online platforms to shape commercial tactics has been dubbed “social listening”. The company's chief executive, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without killing the party” was essential.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and sharing usage tips.

“We are witnessing a departure from a mass communication approach, where we would just transmit messages … Currently, it's countless discussions, diverse communities. Changes in digital feeds means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by other people, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The strategy reflects seismic changes occurring in how media is consumed, with Gen Z and millennial audiences spending more time on social media platforms than traditional TV, print, or radio.

The transition is visible in declines in TV and print advertising. Within the United Kingdom, ad revenues for primary networks have declined by over six hundred million pounds in real terms since 2019.

The Rise of the Creator Economy

It also reflects a media convergence as large companies almost become production houses themselves, 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 they’re spending a lot more time on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us people trust recommendations from the individuals they follow over traditional advertisements. This is a persistent pattern.”

He noted companies can reduce costs by focusing on influencers over large-scale legacy ad buys, which also permits simpler message refinement to test effectiveness.

The approach is growing. Promotional expenditure on the creator economy is rising at quadruple the rate than the media industry overall. Across the United States, it has over doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

TV's Lasting Role

Despite the huge changes, executives said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to shape the national conversation.

Sykes said: “One of the highest return-on-investment media opportunities is still the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”