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Originally found more than 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline may not seem like an clear candidate for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an advertising revolution, seeing big businesses investing heavily in content creators and putting fewer resources into advertising goods in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a derivative of drilling. Now, a flood of content from users have documented the product’s widespread use in “everyday tips”.

Promoted as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for squeaky doors. It has even been deployed to stop the scourge of crisp flavouring sticking to fingers.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation boosted the tips by tasking their in-house experts with verification and letting the content creators in on the results.

Suggestions that it lessened the sensation of spicy food on lips were validated. This was also the case for ideas it could extend fragrance and rejuvenate purses. Claims that it would bleach teeth or lengthen eyelashes were refuted.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have been the cornerstone of its marketing push. Yet this viral episode has persuaded leaders to dramatically increase investment in content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. Fernando Fernández, newly named, has indicated the goal is to spend half of its colossal advertising budget on social media content.

Evolving With Audience Behavior

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without dampening the fun” was paramount.

“How can companies join discussions credibly? This remains our core objective as brands, back to when people were hanging out their laundry and talking about what they used.

“We are witnessing a departure from a one-to-many model, where we would just send out ads … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these communities feel niche, however, they are large.

“If you can make sure your brand is shared by users, recommended by peers, that fosters reliability and pertinence. Content makers are key. We are expanding this endorsement system.”

A Seismic Media Shift

The approach indicates profound shifts taking place in media consumption, with Gen Z and millennial audiences allocating more attention to social media platforms than television, magazines or radio.

The transition is visible in drops in TV and print advertising. In the UK, ad revenues for primary networks have declined by over six hundred million pounds in actual value since the end of the last decade.

The Creator Economy Boom

It also reflects a blurring of media roles as brands effectively act as media producers, collaborating with a multitude of digital creators to promote their goods.

A commercial director at a major talent agency said: “Naturally, an exodus of attention from conventional channels and their time is increasingly on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us people trust recommendations from the creators they engage with more than they trust ads. That’s a consistent trend.”

He said brands could also save money by targeting content creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to see what works.

This strategy is expanding. Advertising spending on digital creator partnerships is increasing four times faster than the broader media sector. In the US, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

TV's Lasting Role

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to drive countrywide discourse.

The executive noted: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”