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Originally found more than 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline could hardly be considered an obvious target for digital platform algorithms.

Yet the brand’s emergence as a TikTok talking point has thrust it into the lead of an marketing transformation, in which large companies are investing heavily in content creators and putting fewer resources into advertising goods in traditional media.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Today, a spree of user-generated videos have documented the product’s widespread use in “life hacks”.

Promoted as a solution for polishing footwear or extending perfume longevity, along with a cure for noisy doorways. Users have even applied it to combat the nuisance of snack dust adhering to hands.

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 letting the content creators in on the results.

Assertions that it diminished the sting of chili on the mouth were validated. Similarly supported were ideas it could extend fragrance and restore leather handbags. Proposals that it might whiten teeth or make eyelashes longer were refuted.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has helped convince executives to turbocharge spending on content creators.

This monitoring of online platforms to shape commercial tactics has been dubbed “social listening”. Fernando Fernández, freshly instated, has stated the intention is to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

The company's social media lead, who is heading the digital initiative, said the company was merely adjusting to novel methods of engaging audiences. She said engaging on social media “without killing the party” was crucial.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, back to when people were hanging out their laundry and discussing household products.

“We are witnessing a departure from a broadcast model, where we would just broadcast out … Now it’s many conversations, various groups. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“Ensuring your product is discussed by users, talked about by other people, that fosters reliability and pertinence. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

This plan mirrors seismic changes happening in audience habits, with younger consumers spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by declines in TV and print advertising. Across Britain, advertising income for primary networks have dropped substantially in actual value since the end of the last decade.

Influencer Marketing Expansion

This further signifies a media convergence as large companies almost become production houses themselves, collaborating with numerous influencers to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers from conventional channels and they are dedicating far more hours to Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. This is a persistent pattern.”

He noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

Such methods are increasing. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than the broader media sector. Across the United States, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

She added: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”