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Originally found more than 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline may not seem like an obvious target for social media algorithms.

However, its rise as a TikTok talking point has placed it at the forefront of an advertising revolution, in which large companies are investing heavily in content creators and reducing expenditure on promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Today, a spree of user-generated videos have recorded its extensive utilization in “everyday tips”.

It has been touted as a solution for polishing footwear or making fragrance last longer, as well as a fix for creaky hinges. It has even been deployed to prevent the annoyance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the sensation of spicy food on lips were confirmed. Similarly supported were ideas it could prolong perfume and restore leather handbags. Suggestions it could bleach teeth or lengthen eyelashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. Yet this viral episode has helped convince executives to ramp up funding for content creators.

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

Shifting to Modern Engagement

Selina Sykes, who is heading the digital initiative, said the company was merely adjusting to novel methods of engaging audiences. She said participating on platforms “without dampening the fun” was crucial.

“How can companies join discussions credibly? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and talking about what they used.

“We are witnessing a departure from a mass communication approach, where we would just broadcast out … Now it’s many conversations, diverse communities. Changes in digital feeds means that these groups seem specialized, but they’re not.

“Having your brand advocated by users, recommended by peers, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects seismic changes happening in audience habits, with younger consumers spending more time on social media platforms than legacy broadcast and print media.

The transition is visible in declines in traditional media advertising. Within the United Kingdom, advertising income for leading TV channels 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 large companies almost become production houses themselves, partnering with a multitude of digital creators to boost their products.

An industry expert from a leading agency said: “Naturally, an exodus of attention out of certain traditional media outlets and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us people trust recommendations from the individuals they follow more than they trust ads. This is a persistent pattern.”

He noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

The approach is growing. Promotional expenditure on influencer marketing is rising at quadruple the rate than the broader media sector. In the US, it has over doubled since 2021 and is forecast to attain substantial figures in 2025.

Traditional Media's Continued Place

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to shape the national conversation.

She added: “One of the highest return-on-investment media opportunities is still the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”