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As a product discovered over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an obvious target for online content feeds.

However, its rise as a TikTok talking point has placed it at the forefront of an promotional upheaval, in which large companies are allocating substantial funds to content creators and putting fewer resources into marketing items in conventional outlets.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Currently, a wave of user-generated videos have documented the product’s widespread use in “life hacks”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for squeaky doors. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational amplified the hacks by asking their own scientists to test them and letting the content creators in on the results.

Claims that Vaseline reduced the sensation of spicy food on lips were confirmed. So too were ideas it could extend fragrance and rejuvenate purses. Suggestions it could brighten smiles or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has persuaded leaders to dramatically increase investment in content creators.

This monitoring of online platforms to guide corporate planning has been termed “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of reaching consumers. She said participating on platforms “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and discussing household products.

“There’s this moving away from a broadcast model, where we would just broadcast out … Today, it's numerous dialogues, various groups. Changes in digital feeds means that these groups seem specialized, yet they are vast.

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

A Seismic Media Shift

This plan mirrors seismic changes taking place in media consumption, with the youth demographic allocating more attention to apps like TikTok and Instagram than television, magazines or radio.

This change is evidenced by drops in broadcast and newspaper ads. In the UK, commercial funding for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

This further signifies a media convergence as corporations essentially turn into content studios, partnering with hundreds of content creators to enhance their items.

Leon Harlow said: “Obviously there’s a flow of audiences away from some legacy media and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the creators they engage with over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by focusing on influencers over large-scale legacy ad buys, which also enables easier content adjustment to test effectiveness.

This strategy is expanding. Promotional expenditure 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 expected to hit multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Despite the huge changes, executives said they believed television commercials still played a key part 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. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”