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Originally found more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an clear candidate for online content feeds.

Nonetheless, its ascent as a popular subject on TikTok has thrust it into the lead of an promotional upheaval, in which large companies are investing heavily in content creators and putting fewer resources into promoting products in conventional outlets.

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 derivative of drilling. Today, a spree of user-generated videos have recorded its extensive utilization in “practical tricks”.

Promoted as a solution for polishing footwear or extending perfume longevity, as well as a fix for squeaky doors. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational boosted the tips by having their research teams evaluate the claims and providing creators with the outcome data.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. So too were ideas it could extend fragrance and restore leather handbags. Proposals that it might brighten smiles or lengthen eyelashes were disproven.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to dramatically increase investment in content creators.

This tracking of digital spaces to guide corporate planning has been labeled “social listening”. The company's chief executive, freshly instated, 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 simply adapting to new ways of engaging audiences. She said engaging on social media “without spoiling the atmosphere” was crucial.

“How do brands authentically become part of the conversation? This remains our core objective as brands, dating to when neighbors chatted over fences and talking about what they used.

“There’s this moving away from a one-to-many model, where we would just transmit messages … Today, it's numerous dialogues, diverse communities. The evolution of platform algorithms means that these groups seem specialized, but they’re not.

“Having your brand advocated by other people, recommended by peers, that fosters reliability and pertinence. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors profound shifts occurring in how media is consumed, with Gen Z and millennial audiences devoting greater hours to social media platforms than traditional TV, print, or radio.

The shift is reflected in falling revenues for traditional media advertising. In the UK, commercial funding for primary networks have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

Additionally, it points to a merging of functions as brands effectively act as media producers, partnering with hundreds of content creators to enhance their items.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels and they are dedicating far more hours to Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the personalities they subscribe to compared to commercial messages. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to see what works.

The approach is growing. Promotional expenditure on digital creator partnerships is increasing four times faster than the media industry overall. Stateside, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Even with this transformation, executives said they believed television commercials still played a key part to play, as broadcasters retained the power to drive countrywide discourse.

The executive noted: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”