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First identified more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline may not seem like an clear candidate for online content feeds.

However, its rise 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 advertising goods in conventional outlets.

The Path from Petroleum to Platforms

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Now, a flood of content from users have documented the product’s widespread use in “practical tricks”.

It has been touted as a solution for polishing footwear or extending perfume longevity, and also a remedy for creaky hinges. Users have even applied it to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Suggestions that it lessened the sensation of spicy food on lips were given the thumbs up. This was also the case for ideas it could extend fragrance and revive leather bags. Proposals that it might whiten teeth or lengthen eyelashes were refuted.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. Yet this viral episode has helped convince executives to ramp up funding for content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. Fernando Fernández, recently appointed, has suggested it is aiming to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without dampening the fun” was essential.

“How can companies join discussions credibly? This has perpetually been our aim as brands, back to when people were hanging out their laundry and talking about what they used.

“We are witnessing a departure from a one-to-many model, where we would just transmit messages … Currently, it's countless discussions, diverse communities. Changes in digital feeds means that these groups seem specialized, yet they are vast.

“Ensuring your product is discussed by other people, mentioned by individuals, that fosters reliability and pertinence. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations occurring in how media is consumed, with younger consumers devoting greater hours to social media platforms than traditional TV, print, or radio.

This change is evidenced by drops in TV and print advertising. Within the United Kingdom, ad revenues for leading TV channels have declined by over six hundred million pounds in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a media convergence as large companies almost become production houses themselves, partnering with hundreds of content creators to promote their goods.

Leon Harlow said: “Naturally, an exodus of attention out of certain traditional media outlets and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us people trust recommendations from the individuals they follow more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

Such methods are increasing. Marketing investment on influencer marketing is increasing four times faster than total media spending. In the US, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Even with this transformation, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … I think there’s 100% a place for them.”