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As a product discovered over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an natural focus for online content feeds.

Yet the brand’s emergence as a popular subject on TikTok has positioned it at the vanguard of an advertising revolution, seeing big businesses spending big on content creators and putting fewer resources into promoting products in conventional outlets.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who saw laborers rubbing their skin with a derivative of drilling. Currently, a wave of content from users have recorded its extensive utilization in “practical tricks”.

Promoted as a remedy for cleaning shoes or prolonging the scent of perfume, and also a remedy for noisy doorways. Users have even applied it to stop the scourge of snack dust adhering to hands.

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 sting of chili on the mouth were confirmed. This was also the case for ideas it could lengthen scent duration and revive leather bags. Claims that it would 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. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This monitoring of online platforms to guide corporate planning has been termed “social listening”. The company's chief executive, newly named, has indicated the goal is to spend 50% of its massive marketing spend on platform-based material.

Evolving With Audience Behavior

The company's social media lead, 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 killing the party” was paramount.

“What is the key to genuine brand integration? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

“There’s this moving away from a broadcast model, where we would just broadcast out … Now it’s many conversations, various groups. 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 other people, recommended by peers, that fosters reliability and pertinence. Influencers are vital for this. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The approach indicates dramatic transformations occurring in how media is consumed, with the youth demographic spending more time on social media platforms than traditional TV, print, or radio.

This change is evidenced by drops in TV and print advertising. In the UK, commercial funding for leading TV channels have fallen by more than £600m in actual value since the end of the last decade.

Influencer Marketing Expansion

It also reflects a merging of functions as large companies almost become production houses themselves, partnering with a multitude of digital creators to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets 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 consumers have more faith in suggestions from the individuals they follow compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over big traditional media campaigns, which also permits simpler message refinement to gauge performance.

This strategy is expanding. Marketing investment on influencer marketing is growing fourfold quicker than the media industry overall. In the US, it has increased by over 100% since 2021 and is expected to hit 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 broadcasters retained the power to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still major broadcast spectacles. It's not a matter of networks declaring: ‘Our relevance has faded.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”