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First identified over 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline could hardly be considered an natural focus for online content feeds.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an promotional upheaval, in which large companies are spending big on content creators and devoting less capital to promoting products in conventional outlets.

The Path from Petroleum to Platforms

First created commercially in the 1870s by scientist Robert Cheeseborough, who saw laborers applying to their skin with a derivative of drilling. Now, a flood of content from users have recorded its extensive utilization in “life hacks”.

Promoted as a fix for dirty sneakers or extending perfume longevity, as well as a fix for noisy doorways. It has even been deployed to combat the nuisance of crisp flavouring sticking to fingers.

Harnessing the Hype

Noticing its viral resurgence, strategists within the corporation boosted the tips by asking their own scientists to test them and letting the content creators in on the results.

Claims that Vaseline reduced the burn from hot food on the lips were confirmed. This was also the case for ideas it could extend fragrance and restore leather handbags. Claims that it would brighten smiles or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have formed the bulk of its promotional efforts. Yet this viral episode has helped convince executives to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been dubbed “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Evolving With Audience Behavior

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was paramount.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and discussing household products.

“We are witnessing a departure from a one-to-many model, where we would just transmit messages … Currently, it's countless discussions, many communities. The shift of the algorithms means that these groups seem specialized, however, they are large.

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

A Fundamental Consumption Turn

The strategy reflects profound shifts happening in audience habits, with younger consumers devoting greater hours to digital networks than traditional TV, print, or radio.

This change is evidenced by drops in broadcast and newspaper ads. In the UK, advertising income for primary networks have dropped substantially in real terms since 2019.

The Creator Economy Boom

It also reflects a media convergence as large companies almost become production houses themselves, linking up with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they’re spending a lot more time on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Many companies report to us audiences believe endorsements from the personalities they subscribe to more than they trust ads. That’s a consistent trend.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

The approach is growing. Promotional expenditure on influencer marketing is growing fourfold quicker than total media spending. In the US, it has more than doubled since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Regardless of the massive shift, industry figures said they believed TV advertising still had a prominent role to play, as networks still held the capability to drive countrywide discourse.

She added: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”