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First identified over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an natural focus for digital platform algorithms.

Yet the brand’s emergence as a popular subject on TikTok has thrust it into the lead of an advertising revolution, seeing big businesses spending big on content creators and putting fewer resources into advertising goods in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a byproduct of the drilling process. Today, a spree of content from users have documented the product’s widespread use in “everyday tips”.

It has been touted as a fix for dirty sneakers or making fragrance last longer, as well as a fix for squeaky doors. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Leveraging the Buzz

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

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. This was also the case for ideas it could extend fragrance and rejuvenate purses. Claims that it would whiten teeth or lengthen eyelashes were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This monitoring of online platforms 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 platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is leading the online push, said the company was simply adapting to new ways of engaging audiences. She said participating on platforms “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? This remains our core objective as brands, back to when people were hanging out their laundry and talking about what they used.

“There’s this moving away from a broadcast model, where we would just broadcast out … Today, it's numerous dialogues, diverse communities. Changes in digital feeds means that these communities feel niche, however, they are large.

“Ensuring your product is discussed by consumers, recommended by peers, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects profound shifts happening in audience habits, with younger consumers devoting greater hours to digital networks than legacy broadcast and print media.

This change is evidenced by falling revenues for traditional media advertising. In the UK, advertising income for primary networks have declined by over six hundred million pounds in real terms since 2019.

The Creator Economy Boom

This further signifies a merging of functions as corporations essentially turn into content studios, collaborating with hundreds of content creators to promote their goods.

Leon Harlow 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 viewing scheduled television or reading physical magazines.

“Many companies report to us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to see what works.

This strategy is expanding. Marketing investment on influencer marketing is growing fourfold quicker than the media industry overall. Stateside, it has increased by over 100% since 2021 and is projected to reach multi-billion dollar sums in 2025.

TV's Lasting Role

Regardless of the massive shift, industry figures said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

The executive noted: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”