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As a product discovered over 150 years ago in the oil fields of Pennsylvania, 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 thrust it into the lead of an advertising revolution, in which large companies are investing heavily in content creators and reducing expenditure on marketing items in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Currently, a wave of amateur-created clips have chronicled its broad application in “everyday tips”.

Promoted as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for squeaky doors. Its use has even extended to stop the scourge of chip seasoning clinging to fingers.

Harnessing the Hype

Detecting the product’s new life online, executives at the multinational amplified the hacks by asking their own scientists to test them and letting the content creators in on the results.

Claims that Vaseline reduced the sensation of spicy food on lips were given the thumbs up. So too were ideas it could prolong perfume and revive leather bags. Claims that it would whiten teeth or extend lashes were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This monitoring of online platforms to inform business strategy has been dubbed “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of connecting with customers. She said engaging on social media “without dampening the fun” was essential.

“What is the key to genuine brand integration? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

“There’s this moving away from a one-to-many model, where we would just transmit messages … Now it’s many conversations, many 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, 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 younger consumers spending more time on apps like TikTok and Instagram than legacy broadcast and print media.

This change is evidenced by falling revenues for TV and print advertising. In the UK, advertising income for primary networks have fallen by more than £600m in actual value since the end of the last decade.

The Creator Economy Boom

Additionally, it points to a blurring of media roles as large companies almost become production houses themselves, partnering with a multitude of digital creators to promote their goods.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences from conventional channels and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us consumers have more faith in suggestions from the personalities they subscribe to more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to gauge performance.

This strategy is expanding. Advertising spending on digital creator partnerships is growing fourfold quicker than the broader media sector. Across the United States, it has over doubled since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Despite the huge changes, executives said they believed broadcast ads retained significant importance to play, as networks still held the capability to shape the national conversation.

The executive noted: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”