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As a product discovered more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline might not appear as an natural focus for social media algorithms.

Nonetheless, its ascent as a TikTok talking point has positioned it at the vanguard of an marketing transformation, seeing big businesses investing heavily in content creators and devoting less capital to advertising goods in traditional media.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Now, a flood of user-generated videos have documented the product’s widespread use in “practical tricks”.

Promoted as a fix for dirty sneakers or making fragrance last longer, along with a cure for noisy doorways. It has even been deployed to prevent the annoyance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Detecting the product’s new life online, strategists within the corporation enhanced the tricks by tasking their in-house experts with verification and providing creators with the outcome data.

Assertions that it diminished the sensation of spicy food on lips were validated. So too were ideas it could prolong perfume and restore leather handbags. Suggestions it could brighten smiles or extend lashes 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 persuaded leaders to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. The company's chief executive, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend 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 interacting online “without spoiling the atmosphere” 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 sharing usage tips.

“The trend is shifting from a mass communication approach, where we would just send out ads … Today, it's numerous dialogues, 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 consumers, talked about by other people, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors profound shifts taking place in media consumption, with the youth demographic allocating more attention to apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in drops in traditional media advertising. In the UK, commercial funding for primary networks have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Creator Economy Boom

Additionally, it points to a blurring of media roles as large companies almost become production houses themselves, collaborating with hundreds of content creators to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels 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 creators they engage with over traditional advertisements. This is a persistent pattern.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also permits simpler message refinement to see what works.

The approach is growing. Advertising spending on the creator economy is growing fourfold quicker than total media spending. In the US, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Despite the huge changes, industry figures said they believed TV advertising still had a prominent role to play, as networks still held the capability to drive countrywide discourse.

The executive noted: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”