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First identified more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an obvious target for social media algorithms.

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, seeing big businesses investing heavily in content creators and devoting less capital to marketing items in traditional media.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Currently, a wave of user-generated videos have documented the product’s widespread use in “practical tricks”.

Hailed as a fix for dirty sneakers or extending perfume longevity, along with a cure for noisy doorways. Users have even applied it to prevent the annoyance of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation boosted the tips 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 validated. This was also the case for ideas it could extend fragrance and revive leather bags. Claims that it would brighten smiles or extend lashes were debunked.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This observation of social channels to guide corporate planning has been termed “social listening”. Fernando Fernández, freshly instated, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said participating on platforms “without killing the party” was paramount.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just send out ads … Today, it's numerous dialogues, diverse communities. Changes in digital feeds means that these audiences appear specific, but they’re not.

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

A Revolutionary Change in Media

This plan mirrors seismic changes happening in audience habits, with Gen Z and millennial audiences devoting greater hours to digital networks than traditional TV, print, or radio.

This change is evidenced by drops in TV and print advertising. Across Britain, ad revenues for leading TV channels have declined by over six hundred million pounds in actual value since the end of the last decade.

The Rise of the Creator Economy

This further signifies a media convergence as brands effectively act as media producers, collaborating with hundreds of content creators to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. It's an ongoing shift.”

He said brands could also save money by focusing on influencers over large-scale legacy ad buys, which also enables easier content adjustment to test effectiveness.

This strategy is expanding. Promotional expenditure on influencer marketing is growing fourfold quicker than the broader media sector. Stateside, it has more than doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Even with this transformation, industry figures said they believed television commercials still played a key part to play, as networks still held the capability to drive countrywide discourse.

Sykes said: “A top-tier ROI marketing event is still major broadcast spectacles. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”