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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an clear candidate for online content feeds.

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an marketing transformation, seeing big businesses allocating substantial funds to content creators and devoting less capital to advertising goods in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Now, a flood of amateur-created clips have chronicled its broad application in “practical tricks”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for noisy doorways. It has even been deployed to stop the scourge of snack dust adhering to hands.

Leveraging the Buzz

Spotting its digital renaissance, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were confirmed. So too were ideas it could lengthen scent duration and revive leather bags. Claims that it would brighten smiles or extend lashes were debunked.

A Plan Built on ‘Social Listening’

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

This tracking of digital spaces to shape commercial tactics has been termed “social listening”. The company's chief executive, newly named, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Evolving With Audience Behavior

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of connecting with customers. She said engaging on social media “without killing the party” was essential.

“What is the key to genuine brand integration? 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 one-to-many model, where we would just broadcast out … Today, it's numerous dialogues, diverse communities. Changes in digital feeds means that these audiences appear specific, but they’re not.

“Ensuring your product is discussed by other people, mentioned by individuals, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors seismic changes taking place in media consumption, with younger consumers devoting greater hours to digital networks than legacy broadcast and print media.

The transition is visible in falling revenues for TV and print advertising. In the UK, ad revenues for leading TV channels have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

This further signifies a merging of functions as corporations essentially turn into content studios, partnering with a multitude of digital creators to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences away from some legacy media and their time is increasingly on digital video and image apps than they are watching live TV or reading print.

“A lot of brands are telling us people trust recommendations from the creators they engage with compared to commercial messages. It's an ongoing shift.”

He added firms may also cut expenditures by investing in creators over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

The approach is growing. Marketing investment on the creator economy is growing fourfold quicker than the media industry overall. Stateside, it has increased by over 100% since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to frame public debate.

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.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”