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First identified more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline could hardly be considered an clear candidate for digital platform algorithms.

However, its rise as a viral TikTok topic has placed it at the forefront of an advertising revolution, in which large companies are spending big on content creators and devoting less capital to advertising goods in conventional outlets.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who saw laborers using on their skin with a derivative of drilling. Now, a flood of content from users have documented the product’s widespread use in “life hacks”.

Hailed as a fix for dirty sneakers or extending perfume longevity, and also a remedy for squeaky doors. It has even been deployed to prevent the annoyance of crisp flavouring sticking to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth were confirmed. This was also the case for ideas it could lengthen scent duration and revive leather bags. Suggestions it could bleach teeth or extend lashes were refuted.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been dubbed “social listening”. The company's chief executive, newly named, has stated the intention is to spend a full fifty percent of its huge ad budget on platform-based material.

Shifting to Modern Engagement

The company's social media lead, who is leading the online push, said the company was merely adjusting to novel methods of engaging audiences. She said interacting online “without spoiling the atmosphere” was essential.

“What is the key to genuine brand integration? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a mass communication approach, where we would just transmit messages … Currently, it's countless discussions, various groups. The shift of the algorithms means that these groups seem specialized, but they’re not.

“Ensuring your product is discussed by users, recommended by peers, that is how you can build trust and relevance. Creators are critical to that. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects profound shifts happening in audience habits, with younger consumers devoting greater hours to social media platforms than television, magazines or radio.

This change is evidenced by drops in broadcast and newspaper ads. Across Britain, ad revenues for major broadcasters have dropped substantially in actual value since the end of the last decade.

The Rise of the Creator Economy

It also reflects a merging of functions as brands effectively act as media producers, partnering 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 away from some legacy media and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us people trust recommendations from the individuals they follow over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over large-scale legacy ad buys, which also enables easier content adjustment to see what works.

The approach is growing. Marketing investment 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 multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to shape the national conversation.

She added: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”