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First identified over 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline could hardly be considered an obvious target for social media algorithms.

However, its rise as a popular subject on TikTok has placed it at the forefront of an promotional upheaval, where major corporations are investing heavily in content creators and reducing expenditure on marketing items in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Now, a flood of amateur-created clips have chronicled its broad application in “practical tricks”.

It has been touted as a remedy for cleaning shoes or extending perfume longevity, along with a cure for noisy doorways. Users have even applied it to combat the nuisance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Spotting its digital renaissance, strategists within the corporation boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Assertions that it diminished the sting of chili on the mouth were confirmed. Similarly supported were ideas it could prolong perfume and revive leather bags. Claims that it would brighten smiles or make eyelashes longer were disproven.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. However, this online trend has led decision-makers to turbocharge spending on content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. The company's chief executive, freshly instated, has stated the intention is to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without dampening the fun” was paramount.

“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 discussing household products.

“We are witnessing a departure from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, many communities. The shift of the algorithms means that these audiences appear specific, yet they are vast.

“Having your brand advocated by consumers, talked about by other people, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations occurring in how media is consumed, with younger consumers allocating more attention to social media platforms than legacy broadcast and print media.

The transition is visible in drops in traditional media advertising. Within the United Kingdom, advertising income for leading TV channels have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a blurring of media roles as corporations essentially turn into content studios, partnering with a multitude of digital creators to boost their products.

Leon Harlow said: “Obviously there’s a flow of audiences away from some legacy media and they’re spending a lot more time on digital video and image apps than they are watching live TV or reading print.

“Numerous corporations inform us people trust recommendations 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 large-scale legacy ad buys, which also enables easier content adjustment to test effectiveness.

The approach is growing. Promotional expenditure on the creator economy is rising at quadruple the rate than the broader media sector. Across the United States, it has more than doubled since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Even with this transformation, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

Sykes said: “A top-tier ROI marketing event is still events like the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”