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Originally found more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline may not seem like an obvious target for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an marketing transformation, where major corporations are investing heavily in content creators and putting fewer resources into advertising goods in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who saw laborers rubbing their skin with a derivative of drilling. Now, a flood of user-generated videos have recorded its extensive utilization in “practical tricks”.

Hailed as a solution for polishing footwear or making fragrance last longer, and also a remedy for noisy doorways. Its use has even extended to combat the nuisance of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, strategists within the corporation amplified the hacks by tasking their in-house experts with verification and letting the content creators in on the results.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. This was also the case for ideas it could prolong perfume and revive leather bags. Suggestions it could brighten smiles or make eyelashes longer were debunked.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have formed the bulk of its promotional efforts. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This monitoring of online platforms to shape commercial tactics has been termed “social listening”. The company's chief executive, freshly instated, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Evolving With Audience Behavior

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of engaging audiences. 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, since the era of community gossip and sharing usage tips.

“The trend is shifting from a mass communication approach, where we would just broadcast out … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these audiences appear specific, however, they are large.

“If you can make sure your brand is shared by users, talked about by other people, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

This plan mirrors dramatic transformations occurring in how media is consumed, with Gen Z and millennial audiences allocating more attention to social media platforms than legacy broadcast and print media.

The transition is visible in declines in TV and print advertising. Across Britain, commercial funding for major broadcasters have fallen by more than £600m in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

It also reflects a media convergence as large companies almost become production houses themselves, partnering with hundreds of content creators to enhance their items.

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 watching live TV or reading print.

“Numerous corporations inform us consumers have more faith in suggestions from the creators they engage with more than they trust ads. It's an ongoing shift.”

He noted companies can reduce costs by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to gauge performance.

This strategy is expanding. Promotional expenditure on influencer marketing is rising at quadruple the rate than total media spending. Across the United States, it has increased by over 100% since 2021 and is projected to reach multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, executives said they believed broadcast ads retained significant importance 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. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”