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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an clear candidate for digital platform algorithms.

However, its rise as a TikTok talking point has thrust it into the lead of an marketing transformation, seeing big businesses allocating substantial funds to content creators and putting fewer resources into advertising goods in conventional outlets.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers rubbing their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have documented the product’s widespread use in “everyday tips”.

It has been touted as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for noisy doorways. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational amplified the hacks 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 validated. So too were ideas it could prolong perfume and restore leather handbags. Claims that it would bleach teeth or extend lashes were debunked.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have been the cornerstone of its marketing push. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

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

Adapting to New Consumer Habits

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 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 sharing usage tips.

“The trend is shifting 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 audiences appear specific, yet they are vast.

“Having your brand advocated by other people, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations occurring in how media is consumed, with the youth demographic devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by drops in TV and print advertising. In the UK, commercial funding for primary networks have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a media convergence as corporations essentially turn into content studios, linking up with a multitude of digital creators to promote their goods.

Leon Harlow said: “Obviously there’s a flow of audiences from conventional channels and they’re spending a lot more time on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the creators they engage with more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

The approach is growing. Marketing investment on influencer marketing is increasing four times faster than the media industry overall. In the US, it has over doubled since 2021 and is forecast to attain substantial figures in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as networks still held the capability to drive countrywide discourse.

Sykes said: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”