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Originally found over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline could hardly be considered an obvious target for social media algorithms.

However, its rise as a popular subject on TikTok has thrust it into the lead of an advertising revolution, in which large companies are allocating substantial funds to content creators and devoting less capital to promoting products in conventional outlets.

The Path from Petroleum to Platforms

Originally produced in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers using on their skin with a byproduct of the drilling process. Currently, a wave of user-generated videos have chronicled its broad application in “practical tricks”.

Promoted as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for creaky hinges. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Detecting the product’s new life online, executives at the multinational enhanced the tricks by asking their own scientists to test them and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were confirmed. Similarly supported were ideas it could extend fragrance and revive leather bags. Suggestions it could brighten smiles or lengthen eyelashes were disproven.

The ‘Social Listening’ Strategy

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

This monitoring of online platforms to inform business strategy has been labeled “social listening”. The company's chief executive, newly named, has suggested it is aiming to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

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 killing the party” was crucial.

“What is the key to genuine brand integration? This remains our core objective as brands, back to when people were hanging out their laundry and discussing household products.

“There’s this moving away from a mass communication approach, where we would just send out ads … Now it’s many conversations, various groups. The shift of the algorithms means that these groups seem specialized, yet they are vast.

“Having your brand advocated by other people, recommended by peers, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The approach indicates dramatic transformations taking place in media consumption, with younger consumers spending more time on digital networks than legacy broadcast and print media.

The transition is visible in falling revenues for traditional media advertising. In the UK, commercial funding for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

This further signifies a blurring of media roles as corporations essentially turn into content studios, linking up with hundreds of content creators to enhance their items.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels and they’re spending a lot more time on digital video and image apps than they are consuming linear broadcasts or printed matter.

“Many companies report to us people trust recommendations from the creators they engage with over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over big traditional media campaigns, which also allows them to tweak their content more easily to see what works.

Such methods are increasing. Advertising spending on digital creator partnerships is rising at quadruple the rate than total media spending. Across the United States, it has increased by over 100% since 2021 and is forecast to attain multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

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 frame public debate.

Sykes said: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”