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Originally found more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline might not appear as an obvious target for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an advertising revolution, in which large companies are investing heavily in content creators and putting fewer resources into marketing items in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a byproduct of the drilling process. Currently, a wave of amateur-created clips have recorded its extensive utilization in “life hacks”.

Promoted as a fix for dirty sneakers or making fragrance last longer, along with a cure for creaky hinges. It has even been deployed to combat the nuisance of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the burn from hot food on the lips were given the thumbs up. Similarly supported were ideas it could extend fragrance and revive leather bags. Claims that it would whiten teeth or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. The company's chief executive, newly named, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was just evolving with contemporary approaches of engaging audiences. She said participating on platforms “without dampening the fun” was essential.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, back to when people were hanging out their laundry and discussing household products.

“The trend is shifting from a one-to-many model, where we would just transmit messages … Currently, it's countless discussions, diverse communities. The shift of the algorithms means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by other people, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

This plan mirrors seismic changes taking place in media consumption, with Gen Z and millennial audiences allocating more attention to digital networks than traditional TV, print, or radio.

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

Influencer Marketing Expansion

This further signifies a merging of functions as large companies almost become production houses themselves, linking up with numerous influencers to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers from conventional channels and they are dedicating far more hours to digital video and image apps than they are consuming linear broadcasts or printed matter.

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

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to test effectiveness.

This strategy is expanding. Marketing investment on influencer marketing is rising at quadruple the rate than the media industry overall. Across the United States, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to drive countrywide discourse.

Sykes said: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”