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Originally found over 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline may not seem like an clear candidate for social media algorithms.

Yet the brand’s emergence as a viral TikTok topic has thrust it into the lead of an promotional upheaval, seeing big businesses allocating substantial funds to content creators and devoting less capital to marketing items in legacy broadcasters.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Today, a spree of content from users have recorded its extensive utilization in “everyday tips”.

It has been touted as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for squeaky doors. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

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.

Suggestions that it lessened the sensation of spicy food on lips were confirmed. This was also the case for ideas it could extend fragrance and restore leather handbags. Claims that it would whiten teeth or lengthen eyelashes were debunked.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. However, this online trend has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been termed “social listening”. Fernando Fernández, newly named, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

Selina Sykes, who is heading the digital initiative, said the company was just evolving with contemporary approaches of engaging audiences. She said participating on platforms “without killing the party” was paramount.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, since the era of community gossip and discussing household products.

“We are witnessing a departure from a one-to-many model, where we would just transmit messages … Today, it's numerous dialogues, many communities. The shift of the algorithms means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by users, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

This plan mirrors profound shifts taking place in media consumption, with Gen Z and millennial audiences allocating more attention to apps like TikTok and Instagram than legacy broadcast and print media.

The shift is reflected in declines in traditional media advertising. In the UK, advertising income for major broadcasters have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

It also reflects a media convergence as brands effectively act as media producers, partnering with hundreds of content creators to enhance their items.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers from conventional channels and their time is increasingly on digital video and image apps 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 compared to commercial messages. This is a persistent pattern.”

He noted companies can reduce costs by focusing on influencers over big traditional media campaigns, which also allows them to tweak their content more easily to gauge performance.

The approach is growing. Promotional expenditure on the creator economy is growing fourfold quicker than total media spending. Stateside, it has more than doubled since 2021 and is forecast to attain substantial figures in 2025.

Traditional Media's Continued Place

Even with this transformation, executives said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to frame public debate.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”