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As a product discovered more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline could hardly be considered an clear candidate for social media algorithms.

Nonetheless, its ascent as a popular subject on TikTok has thrust it into the lead of an marketing transformation, in which large companies are investing heavily in content creators and reducing expenditure on advertising goods in legacy broadcasters.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have chronicled its broad application in “everyday tips”.

It has been touted as a fix for dirty sneakers or extending perfume longevity, and also a remedy for noisy doorways. Its use has even extended to stop the scourge of chip seasoning clinging to fingers.

Leveraging the Buzz

Detecting the product’s new life online, executives at the multinational boosted the tips by tasking their in-house experts with verification and letting the content creators in on the results.

Suggestions that it lessened the burn from hot food on the lips were validated. So too were ideas it could lengthen scent duration and revive leather bags. Claims that it would brighten smiles or extend lashes were disproven.

A Plan Built on ‘Social Listening’

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

This observation of social channels to shape commercial tactics has been labeled “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.

Shifting to Modern Engagement

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 essential.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and talking about what they used.

“There’s this moving away from a one-to-many model, where we would just transmit messages … Now it’s many conversations, 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 other people, mentioned by individuals, that is how you can build trust and relevance. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations taking place in media consumption, with the youth demographic devoting greater hours to apps like TikTok and Instagram than television, magazines or radio.

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

The Rise of the Creator Economy

This further signifies a blurring of media roles as large companies almost become production houses themselves, collaborating 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 social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us people trust recommendations from the personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

He added firms may also cut expenditures by focusing on influencers over big traditional media campaigns, which also enables easier content adjustment to see what works.

The approach is growing. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than total media spending. Stateside, it has increased by over 100% since 2021 and is forecast to attain substantial figures in 2025.

TV's Lasting Role

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to drive countrywide discourse.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”