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First identified over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an obvious target for digital platform algorithms.

Nonetheless, its ascent as a viral TikTok topic has thrust it into the lead of an marketing transformation, in which large companies are spending big on content creators and devoting less capital to marketing items in conventional outlets.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers using on their skin with a residue from oil extraction. Now, a flood of content from users have chronicled its broad application in “life hacks”.

Hailed as a solution for polishing footwear or making fragrance last longer, as well as a fix for squeaky doors. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Harnessing the Hype

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 sensation of spicy food on lips were validated. So too were ideas it could lengthen scent duration and revive leather bags. Claims that it would whiten teeth or make eyelashes longer were disproven.

The ‘Social Listening’ Strategy

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 inform business strategy has been termed “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was just evolving with contemporary approaches of engaging audiences. She said engaging on social media “without killing the party” was paramount.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and talking about what they used.

“There’s this moving away from a mass communication approach, where we would just broadcast out … Today, it's numerous dialogues, diverse communities. Changes in digital feeds means that these audiences appear specific, but they’re not.

“Having your brand advocated by other people, mentioned by individuals, that is how you can build trust and relevance. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

This plan mirrors profound shifts occurring in how media is consumed, with younger consumers devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by falling revenues for TV and print advertising. Within the United Kingdom, ad revenues for major broadcasters have dropped substantially in real terms since 2019.

The Creator Economy Boom

It also reflects a blurring of media roles as brands effectively act as media producers, collaborating with hundreds of content creators to enhance their items.

Leon Harlow said: “Naturally, an exodus of attention from conventional channels and their time is increasingly on digital video and image apps than they are watching live TV or reading print.

“A lot of brands are telling us people trust recommendations from the individuals they follow compared to commercial messages. That’s a consistent trend.”

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

The approach is growing. Advertising spending on influencer marketing is growing fourfold quicker than total media spending. In the US, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Even with this transformation, experts said they believed TV advertising still had a prominent role to play, as networks still held the capability to frame public debate.

Sykes said: “Among the most effective advertising investments is still events like the Super Bowl. 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.”