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Originally found over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline might not appear as an clear candidate for online content feeds.

However, its rise as a viral TikTok topic 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.

The Path from Petroleum to Platforms

First created commercially in the 1870s by chemist Robert Cheeseborough, who saw laborers rubbing their skin with a derivative of drilling. Today, a spree of user-generated videos have chronicled its broad application in “everyday tips”.

Hailed as a solution for polishing footwear or making fragrance last longer, 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

Noticing its viral resurgence, executives at the multinational amplified the hacks by tasking their in-house experts with verification and providing creators with the outcome data.

Assertions that it diminished the sting of chili on the mouth were confirmed. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Suggestions it could brighten smiles or extend lashes were disproven.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This tracking of digital spaces to inform business strategy has been termed “social listening”. The company's chief executive, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said engaging on social media “without dampening the fun” was paramount.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, diverse communities. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“Ensuring your product is discussed by consumers, mentioned by individuals, that fosters reliability and pertinence. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations taking place in media consumption, with the youth demographic devoting greater hours to social media platforms than television, magazines or radio.

This change is evidenced by drops in TV and print advertising. Across Britain, advertising income for major broadcasters have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

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

An industry expert from a leading agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on digital video and image apps than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us people trust recommendations from the individuals they follow over traditional advertisements. That’s a consistent trend.”

He said brands could also save money by focusing on influencers over big traditional media campaigns, which also allows them to tweak their content more easily to see what works.

The approach is growing. Promotional expenditure on the creator economy is increasing four times faster than the broader media sector. Stateside, it has over doubled since 2021 and is expected to hit tens of billions in 2025.

TV's Lasting Role

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

Sykes said: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”