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Originally found over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline could hardly be considered an clear candidate for social media algorithms.

However, its rise as a TikTok talking point has positioned it at the vanguard of an promotional upheaval, seeing big businesses spending big on content creators and putting fewer resources into promoting products in traditional media.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have documented the product’s widespread use in “practical tricks”.

Hailed as a solution for polishing footwear or extending perfume longevity, and also a remedy for creaky hinges. It has even been deployed to prevent the annoyance of snack dust adhering to hands.

Leveraging the Buzz

Detecting the product’s new life online, executives at the multinational enhanced the tricks by tasking their in-house experts with verification and sharing the findings with influencers.

Suggestions that it lessened the sensation of spicy food on lips were validated. So too were ideas it could extend fragrance and restore leather handbags. Claims that it would brighten smiles or extend lashes were refuted.

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 helped convince executives to turbocharge spending on content creators.

This monitoring of online platforms to shape commercial tactics has been termed “social listening”. Fernando Fernández, newly named, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

The company's social media lead, who is leading the online push, said the company was simply adapting to new ways of reaching consumers. She said participating on platforms “without dampening the fun” was essential.

“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.

“The trend is shifting from a broadcast model, where we would just transmit messages … Now it’s many conversations, many communities. The evolution of platform algorithms means that these groups seem specialized, but they’re not.

“If you can make sure your brand is shared by users, talked about by other people, that fosters reliability and pertinence. Creators are critical to that. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The strategy reflects dramatic transformations taking place in media consumption, with the youth demographic spending more time on digital networks than legacy broadcast and print media.

This change is evidenced by falling revenues for traditional media advertising. Within the United Kingdom, ad revenues for leading TV channels have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

It also reflects a blurring of media roles as large companies almost become production houses themselves, partnering with hundreds of content creators to promote their goods.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers away from some legacy media and their time is increasingly on 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 noted companies can reduce costs by investing in creators over big traditional media campaigns, which also allows them to tweak their content more easily to gauge performance.

The approach is growing. Marketing investment on the creator economy is increasing four times faster than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

The executive noted: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”