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Originally found over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline may not seem like an natural focus for digital platform algorithms.

Nonetheless, its ascent as a viral TikTok topic has thrust it into the lead of an promotional upheaval, where major corporations are spending big on content creators and devoting less capital to promoting products in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers using on their skin with a residue from oil extraction. Currently, a wave 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, as well as a fix for squeaky doors. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational amplified the hacks by asking their own scientists to test them and letting the content creators in on the results.

Suggestions that it lessened the sensation of spicy food on lips were validated. This was also the case for ideas it could extend fragrance and restore leather handbags. Proposals that it might bleach teeth or extend lashes were disproven.

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 persuaded leaders to ramp up funding for content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was merely adjusting to novel methods of engaging audiences. She said participating on platforms “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.

“We are witnessing a departure from a one-to-many model, where we would just send out ads … Currently, it's countless discussions, various groups. Changes in digital feeds means that these audiences appear specific, but they’re not.

“Having your brand advocated by users, mentioned by individuals, that fosters reliability and pertinence. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

The approach indicates dramatic transformations taking place in media consumption, with the youth demographic spending more time on digital networks than traditional TV, print, or radio.

The shift is reflected in falling revenues for broadcast and newspaper ads. In the UK, advertising income for primary networks have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

This further signifies a merging of functions as large companies almost become production houses themselves, partnering with hundreds of content creators to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by focusing on influencers over large-scale legacy ad buys, which also enables easier content adjustment to test effectiveness.

The approach is growing. Promotional expenditure on the creator economy is growing fourfold quicker than the media industry overall. In the US, it has more than doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

TV's Lasting Role

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as networks still held the capability to frame public debate.

Sykes said: “A top-tier ROI marketing event is still major broadcast spectacles. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … I think there’s 100% a place for them.”