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Originally found over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline might not appear as an obvious target for social media algorithms.

Nonetheless, its ascent as a popular subject on TikTok has placed it at the forefront of an advertising revolution, where major corporations are spending big on content creators and reducing expenditure on marketing items in legacy broadcasters.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Currently, a wave of amateur-created clips have recorded its extensive utilization in “everyday tips”.

Promoted as a remedy for cleaning shoes or prolonging the scent of perfume, and also a remedy for squeaky doors. It has even been deployed to stop the scourge of chip seasoning clinging to fingers.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational boosted the tips by asking their own scientists to test them and letting the content creators in on the results.

Suggestions that it lessened the sting of chili on the mouth were validated. Similarly supported were ideas it could lengthen scent duration and revive leather bags. Proposals that it might bleach teeth or make eyelashes longer were refuted.

The ‘Digital Ear’ Approach

Print ads and broadcast spots 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 monitoring of online platforms to inform business strategy has been dubbed “social listening”. Fernando Fernández, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was just evolving with contemporary approaches 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, back to when people were hanging out their laundry and talking about what they used.

“There’s this moving away from a mass communication approach, where we would just send out ads … Currently, it's countless discussions, various groups. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“Ensuring your product is discussed by consumers, mentioned by individuals, that is how you can build trust and relevance. Creators are critical to that. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

This plan mirrors profound shifts taking place in media consumption, with the youth demographic spending more time on social media platforms than television, magazines or radio.

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

The Creator Economy Boom

Additionally, it points to a media convergence as large companies almost become production houses themselves, collaborating with hundreds of content creators to enhance their items.

A commercial director at a major talent agency said: “Naturally, an exodus of attention away from some legacy media and they are dedicating far more hours to Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us audiences believe endorsements from the creators they engage with over traditional advertisements. It's an ongoing shift.”

He added firms may also cut expenditures by investing in 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 increasing four times faster than the media industry overall. In the US, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

Even with this transformation, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

She added: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”