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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an obvious target for digital platform algorithms.

However, its rise 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 putting fewer resources into promoting products in legacy broadcasters.

A Journey from Drilling to Digital

First created commercially in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a derivative of drilling. Now, a flood of user-generated videos have chronicled its broad application in “practical tricks”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for noisy doorways. Its use has even extended to stop the scourge of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational boosted the tips by asking their own scientists to test them and sharing the findings with influencers.

Claims that Vaseline reduced the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Claims that it would bleach teeth or extend lashes were refuted.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have been the cornerstone of its marketing push. However, this online trend has led decision-makers to dramatically increase investment in content creators.

This monitoring of online platforms to shape commercial tactics has been dubbed “social listening”. Fernando Fernández, newly named, has stated the intention is to spend a full fifty percent of its huge ad budget on social media content.

Adapting to New Consumer Habits

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

“What is the key to genuine brand integration? This has perpetually been our aim as brands, back to when people were hanging out their laundry and talking about what they used.

“There’s this moving away from a one-to-many model, where we would just broadcast out … Currently, it's countless discussions, many communities. Changes in digital feeds means that these audiences appear specific, yet they are vast.

“Ensuring your product is discussed by other people, mentioned by individuals, that fosters reliability and pertinence. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The strategy reflects seismic changes occurring in how media is consumed, with younger consumers devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in falling revenues for TV and print advertising. Across Britain, ad revenues for primary networks have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

This further signifies a merging of functions as brands effectively act as media producers, linking up with hundreds of content creators to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us consumers have more faith in suggestions from the creators they engage with compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over big traditional media campaigns, which also enables easier content adjustment to gauge performance.

The approach is growing. Marketing investment on the creator economy is rising at quadruple the rate than total media spending. In the US, it has more than doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to shape the national conversation.

The executive noted: “One of the highest return-on-investment media opportunities is still 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.”