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First identified over 150 years ago in the oil fields of Pennsylvania, 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 marketing transformation, in which large companies are spending big on content creators and devoting less capital to promoting products in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers using on their skin with a residue from oil extraction. Today, a spree of user-generated videos have documented the product’s widespread use in “everyday tips”.

It has been touted as a fix for dirty sneakers or extending perfume longevity, and also a remedy for creaky hinges. Users have even applied it to stop the scourge of chip seasoning clinging to fingers.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational 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. Similarly supported were ideas it could prolong perfume and restore leather handbags. Claims that it would brighten smiles or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has led decision-makers to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. The company's chief executive, newly named, has suggested it is aiming to spend half of its colossal advertising budget on digital creator content.

Evolving With Audience Behavior

Selina Sykes, who is heading the digital initiative, said the company was just evolving with contemporary approaches of reaching consumers. She said interacting online “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, since the era of community gossip and discussing household products.

“We are witnessing a departure from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, various groups. Changes in digital feeds means that these communities feel niche, yet they are vast.

“Ensuring your product is discussed by users, talked about by other people, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The strategy reflects seismic changes taking place in media consumption, with Gen Z and millennial audiences devoting greater hours to digital networks than traditional TV, print, or radio.

The transition is visible in falling revenues for TV and print advertising. Within the United Kingdom, commercial funding for major broadcasters have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

This further signifies a media convergence as brands effectively act as media producers, 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 watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the creators they engage with more than they trust ads. This is a persistent pattern.”

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

Such methods are increasing. Promotional expenditure on digital creator partnerships is growing fourfold quicker than the broader media sector. Across the United States, it has over doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

TV's Lasting Role

Regardless of the massive shift, executives said they believed television commercials still played a key part to play, as broadcasters retained the power to drive countrywide discourse.

She added: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”