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Originally found over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an obvious target for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has thrust it into the lead of an advertising revolution, seeing big businesses spending big on content creators and devoting less capital to promoting products in conventional outlets.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by scientist Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Now, a flood of content from users have chronicled its broad application in “practical tricks”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, along with a cure for noisy doorways. Users have even applied it to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

Detecting the product’s new life online, executives at the multinational boosted the tips by having their research teams evaluate the claims and providing creators with the outcome data.

Suggestions that it lessened the sensation of spicy food on lips were validated. This was also the case for ideas it could prolong perfume and restore leather handbags. Suggestions it could whiten teeth or extend lashes were disproven.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have been the cornerstone of its marketing push. However, this online trend has helped convince executives to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend half of its colossal advertising budget on platform-based material.

Evolving With Audience Behavior

The company's social media lead, who is leading the online push, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without killing the party” was essential.

“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 talking about what they used.

“We are witnessing a departure from a mass communication approach, where we would just send out ads … Today, it's numerous dialogues, many communities. The evolution of platform algorithms means that these communities feel niche, but they’re not.

“If you can make sure your brand is shared by consumers, mentioned by individuals, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects dramatic transformations occurring in how media is consumed, with younger consumers allocating more attention to social media platforms than legacy broadcast and print media.

The transition is visible in declines in traditional media advertising. Within the United Kingdom, advertising income for major broadcasters have fallen by more than £600m in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a merging of functions as corporations essentially turn into content studios, collaborating with hundreds of content creators to enhance their items.

Leon Harlow said: “Clearly, there is a migration of viewers out of certain traditional media outlets 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 more than they trust ads. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to test effectiveness.

The approach is growing. Marketing investment on the creator economy is rising at quadruple the rate than the broader media sector. Stateside, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Even with this transformation, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to drive countrywide discourse.

Sykes said: “Among the most effective advertising investments is still major broadcast spectacles. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”