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Originally found more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an natural focus for online content feeds.

Yet the brand’s emergence as a TikTok talking point has thrust it into the lead of an marketing transformation, seeing big businesses investing heavily in content creators and devoting less capital to promoting products in conventional outlets.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by chemist Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Now, a flood of content from users have recorded its extensive utilization in “everyday tips”.

Hailed as a solution for polishing footwear or making fragrance last longer, along with a cure for creaky hinges. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation boosted the tips by having their research teams evaluate the claims and providing creators with the outcome data.

Assertions that it diminished the burn from hot food on the lips were validated. This was also the case for ideas it could extend fragrance and rejuvenate purses. Suggestions it could brighten smiles or extend lashes were debunked.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have been the cornerstone of its marketing push. However, this online trend has led decision-makers to dramatically increase investment in content creators.

This tracking of digital spaces to guide corporate planning has been dubbed “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Evolving With Audience Behavior

Selina Sykes, who is heading the digital initiative, said the company was just evolving with contemporary approaches of reaching consumers. She said interacting online “without spoiling the atmosphere” was paramount.

“How do brands authentically become part of the conversation? 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 one-to-many model, where we would just broadcast out … Now it’s many conversations, various groups. The evolution of platform algorithms means that these communities feel niche, but they’re not.

“Ensuring your product is discussed by users, recommended by peers, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

A Revolutionary Change in Media

This plan mirrors dramatic transformations occurring in how media is consumed, with younger consumers spending more time on digital networks than television, magazines or radio.

This change is evidenced by declines in traditional media advertising. Across Britain, commercial funding for major broadcasters have fallen by more than £600m in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a blurring of media roles as corporations essentially turn into content studios, collaborating with numerous influencers to enhance their items.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels and they are dedicating far more hours to Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform 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 enables easier content adjustment to test effectiveness.

The approach is growing. Promotional expenditure on influencer marketing is growing fourfold quicker than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Even with this transformation, experts said they believed TV advertising still had a prominent role to play, as networks still held the capability to shape the national conversation.

Sykes said: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”