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As a product discovered more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline may not seem like an natural focus for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has thrust it into the lead of an advertising revolution, where major corporations are investing heavily in content creators and reducing expenditure on promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who saw laborers rubbing their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have chronicled its broad application in “everyday tips”.

Promoted as a solution for polishing footwear or extending perfume longevity, and also a remedy for squeaky doors. Its use has even extended to stop the scourge of crisp flavouring sticking to fingers.

Harnessing the Hype

Noticing its viral resurgence, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the sensation of spicy food on lips were confirmed. So too were ideas it could extend fragrance and rejuvenate purses. Claims that it would brighten smiles or lengthen eyelashes were refuted.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has helped convince executives to ramp up funding for content creators.

This observation of social channels to inform business strategy has been termed “social listening”. The company's chief executive, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Evolving With Audience Behavior

The company's social media lead, who is spearheading the social media effort, said the company was merely adjusting to novel methods of engaging audiences. She said engaging on social media “without dampening the fun” was crucial.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a broadcast model, where we would just send out ads … Now it’s many conversations, diverse communities. Changes in digital feeds means that these communities feel niche, yet they are vast.

“If you can make sure your brand is shared by other people, recommended by peers, that is how you can build trust and relevance. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

This plan mirrors seismic changes happening in audience habits, with younger consumers spending more time on digital networks than traditional TV, print, or radio.

The shift is reflected in declines in traditional media advertising. Across Britain, commercial funding for primary networks have declined by over six hundred million pounds in real terms since 2019.

The Rise of the Creator Economy

This further signifies a blurring of media roles as brands effectively act as media producers, collaborating with numerous influencers to boost their products.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences from conventional channels 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 people trust recommendations from the creators they engage with compared to commercial messages. It's an ongoing shift.”

He added firms may also cut expenditures by targeting content creators over large-scale legacy ad buys, which also enables easier content adjustment to test effectiveness.

The approach is growing. Advertising spending on influencer marketing is rising at quadruple the rate than the broader media sector. In the US, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

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

She added: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”