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First identified over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an clear candidate for digital platform algorithms.

However, its rise as a popular subject on TikTok has thrust it into the lead of an marketing transformation, seeing big businesses allocating substantial funds to content creators and putting fewer resources into marketing items in legacy broadcasters.

The Path from Petroleum to Platforms

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who saw laborers rubbing their skin with a derivative of drilling. Today, a spree of amateur-created clips have chronicled its broad application in “practical tricks”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, as well as a fix for squeaky doors. It has even been deployed to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, executives at the multinational amplified the hacks 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. Similarly supported were ideas it could lengthen scent duration and revive leather bags. Proposals that it might whiten teeth or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to inform business strategy has been termed “social listening”. The company's chief executive, freshly instated, has suggested it is aiming to spend a full fifty percent of its huge ad budget on social media content.

Evolving With Audience Behavior

Selina Sykes, who is spearheading the social media effort, said the company was simply adapting to new ways of engaging audiences. She said interacting online “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? This remains our core objective as brands, dating to when neighbors chatted over fences and discussing household products.

“We are witnessing a departure from a mass communication approach, where we would just send out ads … Currently, it's countless discussions, various groups. Changes in digital feeds means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by users, recommended by peers, that fosters reliability and pertinence. Content makers are key. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The approach indicates dramatic transformations taking place in media consumption, with younger consumers devoting greater hours to digital networks than traditional TV, print, or radio.

The shift is reflected in drops in broadcast and newspaper ads. Across Britain, commercial funding for primary networks have declined by over six hundred million pounds in real terms since 2019.

The Creator Economy Boom

This further signifies a merging of functions as large companies almost become production houses themselves, collaborating with hundreds of content creators to boost their products.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences away from some legacy media and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us people trust recommendations 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 allows them to tweak their content more easily to see what works.

This strategy is expanding. Marketing investment on the creator economy is rising at quadruple the rate than the media industry overall. Across the United States, it has over doubled since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to frame public debate.

Sykes said: “One of the highest return-on-investment media opportunities is still the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ The focus is on who seizes focus … I think there’s 100% a place for them.”