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First identified over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an clear candidate for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has positioned it at the vanguard of an promotional upheaval, seeing big businesses spending big on content creators and putting fewer resources into advertising goods in legacy broadcasters.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who saw laborers using on their skin with a byproduct of the drilling process. Today, a spree of content from users have recorded its extensive utilization in “everyday tips”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for creaky hinges. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational amplified the hacks by asking their own scientists to test them and providing creators with the outcome data.

Claims that Vaseline reduced the burn from hot food on the lips were given the thumbs up. This was also the case for ideas it could extend fragrance and restore leather handbags. Proposals that it might brighten smiles or make eyelashes longer were debunked.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have formed the bulk of its promotional efforts. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This monitoring of online platforms to guide corporate planning has been labeled “social listening”. The company's chief executive, freshly instated, has suggested it is aiming to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without spoiling the atmosphere” was crucial.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, since the era of community gossip and sharing usage tips.

“There’s this moving away from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, many communities. The shift of the algorithms means that these communities feel niche, yet they are vast.

“Having your brand advocated by users, recommended by peers, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The approach indicates dramatic transformations taking place in media consumption, with younger consumers spending more time on digital networks than legacy broadcast and print media.

This change is evidenced by falling revenues for TV and print advertising. In the UK, advertising income for leading TV channels have dropped substantially in real terms since 2019.

The Creator Economy Boom

This further signifies a merging of functions as corporations essentially turn into content studios, partnering with a multitude of digital creators to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers away from some legacy media and they’re spending a lot more time on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us consumers have more faith in suggestions from the creators they engage with more than they trust ads. It's an ongoing shift.”

He said brands could also save money by targeting content creators over large-scale legacy ad buys, which also enables easier content adjustment to see what works.

Such methods are increasing. Marketing investment on digital creator partnerships is rising at quadruple the rate than the media industry overall. Stateside, it has increased by over 100% since 2021 and is projected to reach multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as networks still held the capability to shape the national conversation.

Sykes said: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”