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As a product discovered over 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline might not appear as an clear candidate for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an promotional upheaval, where major corporations are allocating substantial funds to content creators and devoting less capital to promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

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

Promoted as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for creaky hinges. Its use has even extended to stop the scourge of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational enhanced the tricks by asking their own scientists to test them 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 extend fragrance and restore leather handbags. Suggestions it could whiten teeth or lengthen eyelashes were disproven.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. Fernando Fernández, newly named, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without dampening the fun” was paramount.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and talking about what they used.

“We are witnessing a departure from a mass communication approach, where we would just broadcast out … Now it’s many conversations, diverse communities. The evolution of platform algorithms means that these groups seem specialized, but they’re not.

“Ensuring your product is discussed by other people, mentioned by individuals, that fosters reliability and pertinence. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations occurring in how media is consumed, with younger consumers spending more time on apps like TikTok and Instagram than television, magazines or radio.

This change is evidenced by declines in traditional media advertising. Within the United Kingdom, ad revenues for major broadcasters have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a merging of functions as large companies almost become production houses themselves, partnering with numerous influencers to boost their products.

Leon Harlow said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us consumers have more faith in suggestions from the personalities they subscribe to more than they trust ads. It's an ongoing shift.”

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.

This strategy is expanding. Advertising spending on the creator economy is increasing four times faster than total media spending. Stateside, it has over doubled since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Even with this transformation, industry figures said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to drive countrywide discourse.

The executive noted: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”