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Originally found over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an obvious target for social media algorithms.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an advertising revolution, where major corporations are spending big on content creators and putting fewer resources into advertising goods in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a byproduct of the drilling process. Currently, a wave of amateur-created clips have recorded its extensive utilization in “everyday tips”.

Hailed as a solution for polishing footwear or extending perfume longevity, along with a cure for noisy doorways. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Suggestions that it lessened the burn from hot food on the lips were validated. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Proposals that it might bleach teeth or make eyelashes longer were disproven.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. However, this online trend has helped convince executives to turbocharge spending on content creators.

This tracking of digital spaces to shape commercial tactics has been termed “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without killing the party” was paramount.

“What is the key to genuine brand integration? 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 broadcast model, where we would just send out ads … Today, it's numerous dialogues, diverse communities. Changes in digital feeds means that these audiences appear specific, however, they are large.

“Having your brand advocated by consumers, talked about by other people, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The approach indicates seismic changes happening in audience habits, with the youth demographic devoting greater hours to social media platforms than traditional TV, print, or radio.

The transition is visible in falling revenues for broadcast and newspaper ads. In the UK, commercial funding for leading TV channels have declined by over six hundred million pounds in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a media convergence as brands effectively act as media producers, linking up with a multitude of digital creators to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and their time is increasingly on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us consumers have more faith in suggestions from the personalities they subscribe to over traditional advertisements. It's an ongoing shift.”

He said brands could also save money by targeting content 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 increasing four times faster than total media spending. In the US, it has over doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Even with this transformation, industry figures said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to drive countrywide discourse.

The executive noted: “Among the most effective advertising investments is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”