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As a product discovered more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline might not appear as an clear candidate for digital platform algorithms.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an promotional upheaval, in which large companies are allocating substantial funds to content creators and putting fewer resources into promoting products in legacy broadcasters.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who saw laborers using on their skin with a derivative of drilling. Currently, a wave of amateur-created clips have documented the product’s widespread use in “life hacks”.

Promoted as a fix for dirty sneakers or extending perfume longevity, and also a remedy for squeaky doors. It has even been deployed to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational boosted the tips by asking their own scientists to test them and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and revive leather bags. Proposals that it might whiten teeth or extend lashes were disproven.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been termed “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Evolving With Audience Behavior

The company's social media lead, who is leading the online push, said the company was simply adapting to new ways of connecting with customers. She said engaging on social media “without killing the party” was crucial.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and talking about what they used.

“The trend is shifting from a broadcast model, where we would just transmit messages … Today, it's numerous dialogues, many communities. Changes in digital feeds means that these audiences appear specific, however, they are large.

“If you can make sure your brand is shared by consumers, mentioned by individuals, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors profound shifts taking place in media consumption, with younger consumers allocating more attention to apps like TikTok and Instagram than television, magazines or radio.

The shift is reflected in drops in broadcast and newspaper ads. Within the United Kingdom, advertising income for leading TV channels have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

It also reflects a merging of functions as brands effectively act as media producers, collaborating with numerous influencers to boost their products.

An industry expert from a leading agency said: “Naturally, an exodus of attention from conventional channels and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us people trust recommendations from the personalities they subscribe to compared to commercial messages. That’s a consistent trend.”

He said brands could also save money 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 rising at quadruple the rate than the media industry overall. In the US, it has increased by over 100% since 2021 and is projected to reach substantial figures in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as networks still held the capability to drive countrywide discourse.

The executive noted: “A top-tier ROI marketing event is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”