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Originally found over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline may not seem like an clear candidate for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has positioned it at the vanguard of an promotional upheaval, where major corporations are investing heavily in content creators and putting fewer resources into promoting products in conventional outlets.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who observed drillers using on their skin with a derivative of drilling. Now, a flood of amateur-created clips have recorded its extensive utilization in “life hacks”.

Hailed as a solution for polishing footwear or extending perfume longevity, along with a cure for noisy doorways. Users have even applied it to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the sensation of spicy food on lips were validated. Similarly supported were ideas it could extend fragrance and revive leather bags. Claims that it would whiten teeth or make eyelashes longer were debunked.

A Plan Built on ‘Social Listening’

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

This tracking of digital spaces to inform business strategy has been termed “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was just evolving with contemporary approaches of reaching consumers. She said participating on platforms “without spoiling the atmosphere” was paramount.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, since the era of community gossip and sharing usage tips.

“There’s this moving away from a broadcast model, where we would just broadcast out … Now it’s many conversations, many communities. The shift of the algorithms means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by consumers, recommended by peers, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations happening in audience habits, with the youth demographic devoting greater hours to digital networks than traditional TV, print, or radio.

This change is evidenced by falling revenues for broadcast and newspaper ads. Across Britain, ad revenues for major broadcasters have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

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

An industry expert from a leading agency said: “Obviously there’s a flow of audiences from conventional channels and their time is increasingly 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 more than they trust ads. This is a persistent pattern.”

He noted companies can reduce costs by focusing on influencers over big traditional media campaigns, which also enables easier content adjustment to gauge performance.

This strategy is expanding. Advertising spending on digital creator partnerships is increasing four times faster than the broader media sector. In the US, it has increased by over 100% since 2021 and is projected to reach multi-billion dollar sums in 2025.

Traditional Media's Continued Place

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: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”