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First identified more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an clear candidate for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has thrust it into the lead of an advertising revolution, where major corporations are allocating substantial funds to content creators and putting fewer resources into promoting products in conventional outlets.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers applying to their skin with a byproduct of the drilling process. Today, a spree of user-generated videos have chronicled its broad application in “life hacks”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, along with a cure for creaky hinges. Its use has even extended 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 tasking their in-house experts with verification and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. This was also the case for ideas it could extend fragrance and rejuvenate purses. Claims that it would bleach teeth or extend lashes were debunked.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have been the cornerstone of its marketing push. Yet this viral episode has helped convince executives to ramp up funding for content creators.

This monitoring of online platforms to shape commercial tactics has been termed “social listening”. Fernando Fernández, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was merely adjusting to novel methods of engaging audiences. She said participating on platforms “without dampening the fun” was essential.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just transmit messages … Now it’s many conversations, various groups. Changes in digital feeds means that these groups seem specialized, but they’re not.

“Ensuring your product is discussed by users, mentioned by individuals, that fosters reliability and pertinence. Influencers are vital for this. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The strategy reflects dramatic transformations taking place in media consumption, with Gen Z and millennial audiences spending more time on social media platforms than traditional TV, print, or radio.

The transition is visible in drops in TV and print advertising. Within the United Kingdom, commercial funding for primary networks have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

It also reflects a blurring of media roles as large companies almost become production houses themselves, collaborating with hundreds of content creators to promote their goods.

Leon Harlow 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 watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the creators they engage with more than they trust ads. That’s a consistent trend.”

He said brands could also save money 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 influencer marketing is increasing four times faster than total media spending. Stateside, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Even with this transformation, industry figures said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to frame public debate.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”