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Originally found over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an obvious target for online content feeds.

However, its rise as a viral TikTok topic has positioned it at the vanguard of an marketing transformation, where major corporations are spending big on content creators and devoting less capital to promoting products in conventional outlets.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who saw laborers using on their skin with a residue from oil extraction. Now, a flood of user-generated videos have documented the product’s widespread use in “everyday tips”.

Hailed as a remedy for cleaning shoes or making fragrance last longer, along with a cure for squeaky doors. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and providing creators with the outcome data.

Suggestions that it lessened the burn from hot food on the lips were given the thumbs up. So too were ideas it could lengthen scent duration and restore leather handbags. 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. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This tracking of digital spaces to shape commercial tactics has been dubbed “social listening”. Fernando Fernández, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Evolving With Audience Behavior

Selina Sykes, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without dampening the fun” was crucial.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, since the era of community gossip 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 shift of the algorithms means that these audiences appear specific, yet they are vast.

“Ensuring your product is discussed by users, talked about by other people, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The strategy reflects profound shifts taking place in media consumption, with younger consumers spending more time on digital networks than legacy broadcast and print media.

The shift is reflected in drops in traditional media advertising. In the UK, commercial funding for leading TV channels have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Creator Economy Boom

Additionally, it points to a blurring of media roles as large companies almost become production houses themselves, collaborating with a multitude of digital creators to promote their goods.

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

“Many companies report to us consumers have more faith in suggestions from the individuals they follow more than they trust ads. This is a persistent pattern.”

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to gauge performance.

Such methods are increasing. Advertising spending on the creator economy is increasing four times faster than total media spending. Stateside, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed TV advertising still had a prominent role to play, as networks still held the capability to frame public debate.

Sykes said: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”