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As a product discovered over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline could hardly be considered an obvious target for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has thrust it into the lead of an marketing transformation, where major corporations are allocating substantial funds to content creators and reducing expenditure on marketing items in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who observed drillers 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 fix for dirty sneakers or extending perfume longevity, as well as a fix for creaky hinges. Users have even applied it to prevent the annoyance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Assertions that it diminished the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could prolong perfume and revive leather bags. Proposals that it might bleach teeth or lengthen eyelashes were refuted.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. Yet this viral episode has helped convince executives to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend half of its colossal advertising budget on platform-based material.

Evolving With Audience Behavior

Selina Sykes, who is heading the digital initiative, said the company was just evolving with contemporary approaches of reaching consumers. She said engaging on social media “without dampening the fun” was paramount.

“How do brands authentically become part of the conversation? This has perpetually been our aim 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, diverse communities. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“Ensuring your product is discussed by consumers, talked about by other people, that is how you can build trust and relevance. Influencers are vital for this. We are expanding this endorsement system.”

A Revolutionary Change in Media

This plan mirrors profound shifts occurring in how media is consumed, with the youth demographic allocating more attention to digital networks than television, magazines or radio.

The shift is reflected in declines in TV and print advertising. Within the United Kingdom, ad revenues for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a media convergence as corporations essentially turn into content studios, collaborating with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences away from some legacy media and they are dedicating far more hours to Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us people trust recommendations from the creators they engage with over traditional advertisements. This is a persistent pattern.”

He said brands could also save money by investing in creators over large-scale legacy ad buys, which also enables easier content adjustment to see what works.

This strategy is expanding. Marketing investment on digital creator partnerships is rising at quadruple the rate than the media industry overall. Across the United States, it has more than doubled since 2021 and is forecast to attain substantial figures in 2025.

TV's Lasting Role

Regardless of the massive shift, executives said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to shape the national conversation.

She added: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”