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First identified over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline may not seem like an natural focus for social media algorithms.

However, its rise as a viral TikTok topic has placed it at the forefront of an promotional upheaval, in which large companies are spending big on content creators and reducing expenditure on marketing items in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Now, a flood of amateur-created clips have documented the product’s widespread use in “life hacks”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for noisy doorways. It has even been deployed to stop the scourge of crisp flavouring sticking to fingers.

Harnessing the Hype

Spotting its digital renaissance, strategists within the corporation amplified the hacks by tasking their in-house experts with verification and letting the content creators in on the results.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. So too were ideas it could prolong perfume and rejuvenate purses. Proposals that it might bleach teeth or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of connecting with customers. She said engaging on social media “without spoiling the atmosphere” was crucial.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do 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. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“If you can make sure your brand is shared by users, recommended by peers, that fosters reliability and pertinence. Creators are critical to that. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects profound shifts happening in audience habits, with Gen Z and millennial audiences devoting greater hours to digital networks than traditional TV, print, or radio.

The transition is visible in drops in TV and print advertising. Within the United Kingdom, advertising income for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

The Rise of the Creator Economy

This further signifies a merging of functions as large companies almost become production houses themselves, partnering with a multitude of digital creators to enhance their items.

Leon Harlow said: “Naturally, an exodus of attention from conventional channels and they’re spending a lot more time on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform 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 expensive broadcast campaigns, which also enables easier content adjustment to see what works.

The approach is growing. Marketing investment on the creator economy is rising at quadruple the rate than total media spending. In the US, it has increased by over 100% since 2021 and is projected to reach substantial figures in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, executives 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.

Sykes said: “A top-tier ROI marketing event is still the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”