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First identified more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline could hardly be considered an natural focus for social media algorithms.

However, its rise as a viral TikTok topic has thrust it into the lead of an advertising revolution, where major corporations are spending big on content creators and putting fewer resources into marketing items in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a residue from oil extraction. Today, a spree of amateur-created clips have chronicled its broad application in “practical tricks”.

It has been touted as a fix for dirty sneakers or extending perfume longevity, as well as a fix for creaky hinges. Its use has even extended to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Spotting its digital renaissance, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

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 restore leather handbags. Claims that it would brighten smiles or extend lashes were debunked.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have been the cornerstone of its marketing push. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to guide corporate planning has been termed “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was just evolving with contemporary approaches of reaching consumers. She said engaging on social media “without spoiling the atmosphere” was essential.

“How do brands authentically become part of the conversation? This remains our core objective as brands, back to when people were hanging out their laundry and talking about what they used.

“We are witnessing a departure from a mass communication approach, where we would just send out ads … Currently, it's countless discussions, diverse communities. The shift of the algorithms means that these groups seem specialized, however, they are large.

“Having your brand advocated by users, mentioned by individuals, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors seismic changes taking place in media consumption, with younger consumers allocating more attention to digital networks than legacy broadcast and print media.

The shift is reflected in declines in traditional media advertising. In the UK, commercial funding for major broadcasters have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a media convergence as brands effectively act as media producers, partnering with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us consumers have more faith in suggestions from the personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over big traditional media campaigns, which also permits simpler message refinement to test effectiveness.

The approach is growing. Marketing investment on influencer marketing is rising at quadruple the rate than the broader media sector. Across the United States, it has over doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

TV's Lasting Role

Even with this transformation, experts said they believed broadcast ads retained significant importance to play, as networks still held the capability to frame public debate.

She added: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”