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First identified over 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline could hardly be considered an obvious target for digital platform algorithms.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an promotional upheaval, in which large companies are allocating substantial funds to content creators and reducing expenditure on 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 noticed oil rig workers rubbing their skin with a residue from oil extraction. Today, a spree of amateur-created clips have documented the product’s widespread use in “life hacks”.

Promoted as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for squeaky doors. Users have even applied it to combat the nuisance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and letting the content creators in on the results.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. So too were ideas it could extend fragrance and rejuvenate purses. Proposals that it might brighten smiles or lengthen eyelashes were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. Yet this viral episode has helped convince executives to dramatically increase investment in content creators.

This tracking of digital spaces to inform business strategy has been labeled “social listening”. The company's chief executive, freshly instated, has suggested it is aiming to spend half of its colossal advertising budget on platform-based material.

Evolving With Audience Behavior

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said engaging on social media “without dampening the fun” was paramount.

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

“We are witnessing a departure from a mass communication approach, where we would just send out ads … Currently, it's countless discussions, various groups. The shift of the algorithms means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by other people, mentioned by individuals, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Seismic Media Shift

The strategy reflects dramatic transformations occurring in how media is consumed, with Gen Z and millennial audiences devoting greater hours to social media platforms than traditional TV, print, or radio.

The shift is reflected in falling revenues for TV and print advertising. In the UK, advertising income for primary networks have dropped substantially in inflation-adjusted terms since 2019.

The Creator Economy Boom

It also reflects a merging of functions as corporations essentially turn into content studios, collaborating with hundreds of content creators to enhance their items.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers from conventional channels and they’re spending a lot more time on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us people trust recommendations from the personalities they subscribe to more than they trust ads. That’s a consistent trend.”

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

Such methods are increasing. Promotional expenditure on digital creator partnerships is increasing four times faster than total media spending. Stateside, it has more than doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

TV's Lasting Role

Even with this transformation, executives said they believed TV advertising still had a prominent role to play, as networks still held the capability to drive countrywide discourse.

Sykes said: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”