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Originally found more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an natural focus for online content feeds.

However, its rise as a popular subject on TikTok has placed it at the forefront of an marketing transformation, in which large companies are spending big on content creators and devoting less capital to advertising goods in traditional media.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a byproduct of the drilling process. Today, a spree of amateur-created clips have recorded its extensive utilization in “life hacks”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, as well as a fix for squeaky doors. Users have even applied it to prevent the annoyance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational enhanced the tricks by tasking their in-house experts with verification and providing creators with the outcome data.

Claims that Vaseline reduced the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Claims that it would brighten smiles or make eyelashes longer were refuted.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. However, this online trend has persuaded leaders to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. Fernando Fernández, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

The company's social media lead, who is leading the online push, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was crucial.

“How do brands authentically become part of the conversation? This remains our core objective as brands, since the era of community gossip and talking about what they used.

“We are witnessing a departure from a broadcast model, where we would just transmit messages … Currently, it's countless discussions, diverse communities. The shift of the algorithms means that these communities feel niche, however, they are large.

“Having your brand advocated by consumers, talked about by other people, that is how you can build trust and relevance. Creators are critical to that. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The strategy reflects seismic changes happening in audience habits, with younger consumers allocating more attention to apps like TikTok and Instagram than legacy broadcast and print media.

The shift is reflected in drops in traditional media advertising. Across Britain, advertising income for major broadcasters 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 a multitude of digital creators to promote their goods.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels and they are dedicating far more hours to digital video and image apps than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

Such methods are increasing. Promotional expenditure on the creator economy is rising at quadruple the rate than total media spending. In the US, it has increased by over 100% since 2021 and is forecast to attain tens of billions in 2025.

TV's Lasting Role

Regardless of the massive shift, executives said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

Sykes said: “Among the most effective advertising investments is still major broadcast spectacles. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”