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As a product discovered over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline might not appear as an obvious target for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has positioned it at the vanguard of an marketing transformation, in which large companies are spending big on content creators and putting fewer resources into promoting products in traditional media.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who saw laborers applying to their skin with a byproduct of the drilling process. Currently, a wave of amateur-created clips have documented the product’s widespread use in “practical tricks”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, as well as a fix for noisy doorways. Users have even applied it to prevent the annoyance of snack dust adhering to hands.

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.

Claims that Vaseline reduced the burn from hot food on the lips were confirmed. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might bleach teeth or make eyelashes longer were disproven.

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 helped convince executives to ramp up funding for content creators.

This tracking of digital spaces to shape commercial tactics has been termed “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

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 engaging on social media “without dampening the fun” was paramount.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and sharing usage tips.

“There’s this moving away from a mass communication approach, where we would just send out ads … Now it’s many conversations, various groups. The evolution of platform algorithms means that these audiences appear specific, but they’re not.

“Having your brand advocated by users, mentioned by individuals, that is how you can build trust and relevance. Creators are critical to that. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

This plan mirrors dramatic transformations occurring in how media is consumed, with Gen Z and millennial audiences spending more time on digital networks than television, magazines or radio.

The shift is reflected in falling revenues for broadcast and newspaper ads. In the UK, advertising income for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a media convergence as large companies almost become production houses themselves, partnering with numerous influencers to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and they’re spending a lot more time on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us audiences believe endorsements from the individuals they follow over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over large-scale legacy ad buys, which also permits simpler message refinement to test effectiveness.

This strategy is expanding. Marketing investment on the creator economy is increasing four times faster than total media spending. Across the United States, it has increased by over 100% since 2021 and is forecast to attain multi-billion dollar sums in 2025.

TV's Lasting Role

Regardless of the massive shift, experts said they believed broadcast ads retained significant importance to play, as networks still held the capability to shape the national conversation.

She added: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”