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As a product discovered over 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline could hardly be considered an clear candidate for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has positioned it at the vanguard of an promotional upheaval, where major corporations are investing heavily in content creators and putting fewer resources into promoting products in traditional media.

The Path from Petroleum to Platforms

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Today, a spree 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, and also a remedy for squeaky doors. Users have even applied it to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Spotting its digital renaissance, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. This was also the case for ideas it could prolong perfume and restore leather handbags. Claims that it would bleach teeth or make eyelashes longer were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. However, this online trend has led decision-makers to ramp up funding for content creators.

This tracking of digital spaces to inform business strategy has been termed “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Adapting to New Consumer Habits

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of reaching consumers. She said participating on platforms “without dampening the fun” 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 discussing household products.

“There’s this moving away from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared 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

This plan mirrors dramatic transformations occurring in how media is consumed, with the youth demographic allocating more attention to social media platforms than television, magazines or radio.

The transition is visible in drops in traditional media advertising. Across Britain, ad revenues for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

The Creator Economy Boom

It also reflects a media convergence as brands effectively act as media producers, partnering with hundreds of content creators to enhance their items.

Leon Harlow said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us consumers have more faith in suggestions from the creators they engage with compared to commercial messages. That’s a consistent trend.”

He said brands could also save money by investing in creators over big traditional media campaigns, which also permits simpler message refinement to test effectiveness.

Such methods are increasing. Advertising spending on influencer marketing is rising at quadruple the rate than the broader media sector. In the US, it has more than doubled since 2021 and is forecast to attain tens of billions in 2025.

TV's Lasting Role

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

Sykes said: “A top-tier ROI marketing event is still the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”