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As a product discovered over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline may not seem like an natural focus for digital platform algorithms.

Yet the brand’s emergence as a viral TikTok topic has positioned it at the vanguard of an marketing transformation, in which large companies are investing heavily in content creators and putting fewer resources into advertising goods in legacy broadcasters.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Now, a flood of content from users have chronicled its broad application in “everyday tips”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for squeaky doors. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Capitalising on the Conversation

Detecting the product’s new life online, strategists within the corporation enhanced the tricks by having their research teams evaluate the claims and letting the content creators in on the results.

Assertions that it diminished the sting of chili on the mouth were confirmed. So too were ideas it could extend fragrance and revive leather bags. Claims that it would bleach teeth or extend lashes were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have formed the bulk of its promotional efforts. However, this online trend has persuaded leaders to ramp up funding for content creators.

This tracking of digital spaces to inform business strategy has been labeled “social listening”. Fernando Fernández, recently appointed, has suggested it is aiming to spend a full fifty percent of its huge ad budget on platform-based material.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was merely adjusting to novel methods of engaging audiences. She said interacting online “without killing the party” was paramount.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and talking about what they used.

“There’s this moving away from a one-to-many model, where we would just broadcast out … Now it’s many conversations, many communities. The evolution of platform algorithms means that these communities feel niche, however, they are large.

“Having your brand advocated by other people, recommended by peers, that is how you can build trust and relevance. Content makers are key. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects seismic changes happening in audience habits, with Gen Z and millennial audiences allocating more attention to social media platforms than legacy broadcast and print media.

The transition is visible in falling revenues for TV and print advertising. Across Britain, commercial funding for leading TV channels have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a media convergence as brands effectively act as media producers, linking up with numerous influencers to promote their goods.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and their time is increasingly on digital video and image apps than they are watching live TV or reading print.

“Numerous corporations inform us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to gauge performance.

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 increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

TV's Lasting Role

Despite the huge changes, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”