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First identified more than 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline might not appear as an obvious target for social media algorithms.

However, its rise as a popular subject on TikTok has thrust it into the lead of an promotional upheaval, in which large companies are allocating substantial funds to content creators and devoting less capital to advertising goods in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Now, a flood of amateur-created clips have documented the product’s widespread use in “life hacks”.

Promoted as a solution for polishing footwear or extending perfume longevity, 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

Noticing its viral resurgence, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth were confirmed. So too were ideas it could extend fragrance and rejuvenate purses. Suggestions it could bleach teeth or make eyelashes longer were refuted.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This observation of social channels to inform business strategy has been labeled “social listening”. Fernando Fernández, freshly instated, has suggested it is aiming to spend half of its colossal advertising budget on digital creator content.

Evolving With Audience Behavior

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

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and sharing usage tips.

“There’s this moving away from a broadcast model, where we would just broadcast out … Now it’s many conversations, many communities. The shift of the algorithms means that these audiences appear specific, yet they are vast.

“If you can make sure your brand is shared by other people, recommended by peers, 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 taking place in media consumption, with younger consumers spending more time on digital networks than traditional TV, print, or radio.

The shift is reflected in drops in broadcast and newspaper ads. In the UK, commercial funding for major broadcasters have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

It also reflects a blurring of media roles as brands effectively act as media producers, collaborating with hundreds of content creators to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers from conventional channels 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 people trust recommendations from the personalities they subscribe to over traditional advertisements. It's an ongoing shift.”

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to gauge performance.

This strategy is expanding. Promotional expenditure on digital creator partnerships is increasing four times faster than the media industry overall. In the US, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to drive countrywide discourse.

She added: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”