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Originally found over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an obvious target for online content feeds.

Yet the brand’s emergence as a popular subject on TikTok has thrust it into the lead of an marketing transformation, seeing big businesses investing heavily in content creators and putting fewer resources into promoting products in legacy broadcasters.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a byproduct of the drilling process. Today, a spree of amateur-created clips have chronicled its broad application in “practical tricks”.

Promoted as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for creaky hinges. Its use has even extended to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Detecting the product’s new life online, strategists within the corporation boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Suggestions that it lessened the sting of chili on the mouth were validated. Similarly supported were ideas it could prolong perfume and rejuvenate purses. Claims that it would whiten teeth or extend lashes were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been labeled “social listening”. The company's chief executive, freshly instated, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was merely adjusting to novel methods of connecting with customers. She said interacting online “without spoiling the atmosphere” was essential.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and sharing usage tips.

“We are witnessing a departure from a mass communication approach, where we would just broadcast out … Now it’s many conversations, many communities. Changes in digital feeds means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by consumers, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The strategy reflects dramatic transformations taking place in media consumption, with Gen Z and millennial audiences spending more time on digital networks than traditional TV, print, or radio.

The shift is reflected in drops in TV and print advertising. In the UK, commercial funding for primary networks have fallen by more than £600m in actual value since the end of the last decade.

The Rise of the Creator Economy

Additionally, it points to a media convergence as large companies almost become production houses themselves, collaborating with numerous influencers to boost their products.

Leon Harlow said: “Naturally, an exodus of attention from conventional channels and their time is increasingly on digital video and image apps than they are watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements 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 big traditional media campaigns, which also allows them to tweak their content more easily to gauge performance.

Such methods are increasing. Marketing investment on the creator economy is rising at quadruple the rate than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Even with this transformation, industry figures said they believed television commercials still played a key part to play, as networks still held the capability to shape the national conversation.

She added: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”