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

Nonetheless, its ascent as a viral TikTok topic has positioned it at the vanguard of an advertising revolution, in which large companies are spending big on content creators and putting fewer resources into promoting products in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Now, a flood of user-generated videos have chronicled its broad application in “life hacks”.

It has been touted as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for creaky hinges. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

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.

Assertions that it diminished the sensation of spicy food on lips were validated. Similarly supported were ideas it could prolong perfume and rejuvenate purses. Proposals that it might whiten teeth or extend lashes were debunked.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have been the cornerstone of its marketing push. However, this online trend has helped convince executives to ramp up funding for content creators.

This monitoring of online platforms to shape commercial tactics has been termed “social listening”. The company's chief executive, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

The company's social media lead, who is leading the online push, said the company was just evolving with contemporary approaches of engaging audiences. She said engaging on social media “without dampening the fun” was essential.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and discussing household products.

“We are witnessing a departure from a one-to-many model, where we would just transmit messages … Now it’s many conversations, various groups. Changes in digital feeds means that these groups seem specialized, yet they are vast.

“Having your brand advocated by other people, mentioned by individuals, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Seismic Media Shift

The approach indicates profound shifts happening in audience habits, with Gen Z and millennial audiences allocating more attention to digital networks than television, magazines or radio.

The transition is visible in declines in broadcast and newspaper ads. In the UK, commercial funding for primary networks 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 blurring of media roles as corporations essentially turn into content studios, partnering with hundreds of content creators to boost their products.

A commercial director at a major talent agency said: “Naturally, an exodus of attention 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.

“A lot of brands are telling us audiences believe endorsements from the individuals they follow over traditional advertisements. That’s a consistent trend.”

He said brands could also save money by investing in creators over large-scale legacy ad buys, which also enables easier content adjustment to test effectiveness.

Such methods are increasing. Advertising spending on digital creator partnerships is growing fourfold quicker than the media industry overall. Stateside, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, executives 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.

The executive noted: “One of the highest return-on-investment media opportunities is still the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”