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First identified over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline might not appear as an clear candidate for digital platform algorithms.

However, its rise as a viral TikTok topic has placed it at the forefront of an advertising revolution, in which large companies are investing heavily in content creators and reducing expenditure on marketing items in legacy broadcasters.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have documented the product’s widespread use in “everyday tips”.

It has been touted as a solution for polishing footwear or making fragrance last longer, as well as a fix for squeaky doors. It has even been deployed to combat the nuisance of chip seasoning clinging to fingers.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational enhanced the tricks by asking their own scientists to test them and providing creators with the outcome data.

Assertions that it diminished the burn from hot food on the lips were validated. This was also the case for ideas it could lengthen scent duration and rejuvenate purses. Claims that it would bleach teeth or make eyelashes longer were debunked.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has led decision-makers to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been termed “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend a full fifty percent of its huge ad budget on digital creator content.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was merely adjusting to novel methods of engaging audiences. She said participating on platforms “without killing the party” was essential.

“How can companies join discussions credibly? This remains our core objective as brands, dating to when neighbors chatted over fences and discussing household products.

“There’s this moving away from a broadcast 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, yet they are vast.

“Ensuring your product is discussed by other people, recommended by peers, that is how you can build trust and relevance. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The approach indicates dramatic transformations taking place in media consumption, with the youth demographic spending more time on social media platforms than legacy broadcast and print media.

This change is evidenced by declines in TV and print advertising. In the UK, commercial funding for leading TV channels have fallen by more than £600m in actual value since the end of the last decade.

Influencer Marketing Expansion

Additionally, it points to a media convergence as corporations essentially turn into content studios, collaborating with a multitude of digital creators to enhance their items.

An industry expert from a leading agency said: “Naturally, an exodus of attention away from some legacy media and they are dedicating far more hours to 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 targeting content creators over big traditional media campaigns, which also enables easier content adjustment to gauge performance.

Such methods are increasing. Marketing investment on influencer marketing is growing fourfold quicker than total media spending. Across the United States, it has increased by over 100% since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Even with this transformation, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

The executive noted: “A top-tier ROI marketing event is still the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”