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Originally found over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an obvious target for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an marketing transformation, where major corporations are investing heavily in content creators and putting fewer resources into marketing items in traditional media.

The Path from Petroleum to Platforms

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a residue from oil extraction. Today, a spree of amateur-created clips have chronicled its broad application in “everyday tips”.

Promoted as a solution for polishing footwear or making fragrance last longer, as well as a fix for creaky hinges. It has even been deployed to combat the nuisance of snack dust adhering to hands.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational boosted the tips 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. Similarly supported were ideas it could prolong perfume and restore leather handbags. Claims that it would whiten teeth or lengthen eyelashes were debunked.

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 dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been labeled “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.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was merely adjusting to novel methods of reaching consumers. She said engaging on social media “without spoiling the atmosphere” was crucial.

“What is the key to genuine brand integration? 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.

“We are witnessing a departure from a one-to-many model, where we would just transmit messages … Currently, it's countless discussions, many communities. Changes in digital feeds means that these groups seem specialized, but they’re not.

“Ensuring your product is discussed by other people, talked about by other people, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

This plan mirrors profound shifts occurring in how media is consumed, with the youth demographic devoting greater hours to social media platforms than traditional TV, print, or radio.

The transition is visible in falling revenues for traditional media advertising. Within the United Kingdom, ad revenues for leading TV channels have declined by over six hundred million pounds in actual value since the end of the last decade.

Influencer Marketing Expansion

Additionally, it points to a media convergence as large companies almost become production houses themselves, linking up with hundreds of content creators to enhance their items.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on digital video and image apps than they are watching live TV or reading print.

“Numerous corporations inform us people trust recommendations from the personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

Such methods are increasing. Advertising spending on influencer marketing is growing fourfold quicker than total media spending. Stateside, it has over doubled since 2021 and is forecast to attain tens of billions in 2025.

TV's Lasting Role

Despite the huge changes, industry figures said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to shape the national conversation.

She added: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”