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First identified more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an natural focus for online content feeds.

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an advertising revolution, seeing big businesses investing heavily in content creators and reducing expenditure on marketing items in legacy broadcasters.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who saw laborers applying to their skin with a residue from oil extraction. Today, a spree of amateur-created clips have documented the product’s widespread use in “practical tricks”.

Hailed as a solution for polishing footwear or making fragrance last longer, and also a remedy for creaky hinges. Users have even applied it to combat the nuisance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation enhanced the tricks by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the burn from hot food on the lips were confirmed. This was also the case for ideas it could extend fragrance and restore leather handbags. Suggestions it could whiten teeth or lengthen eyelashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been labeled “social listening”. Fernando Fernández, freshly instated, has suggested it is aiming to spend a full fifty percent of its huge ad budget on platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is spearheading the social media effort, said the company was merely adjusting to novel methods of connecting with customers. She said interacting online “without killing the party” was crucial.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, since the era of community gossip and discussing household products.

“We are witnessing a departure from a mass communication approach, where we would just broadcast out … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“Having your brand advocated by users, mentioned by individuals, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects seismic changes taking place in media consumption, with Gen Z and millennial audiences allocating more attention to social media platforms than television, magazines or radio.

The shift is reflected in falling revenues for broadcast and newspaper ads. Within the United Kingdom, ad revenues for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

Influencer Marketing Expansion

It also reflects a media convergence as brands effectively act as media producers, partnering with hundreds of content creators to enhance their items.

Leon Harlow said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they’re spending a lot more time on digital video and image apps than they are watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also permits simpler message refinement to gauge performance.

Such methods are increasing. Promotional expenditure on influencer marketing is growing fourfold quicker than total media spending. Across the United States, it has increased by over 100% since 2021 and is forecast to attain substantial figures in 2025.

TV's Lasting Role

Despite the huge changes, industry figures said they believed TV advertising still had a prominent role to play, as networks still held the capability to drive countrywide discourse.

She added: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”