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As a product discovered more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline could hardly be considered an clear candidate for digital platform algorithms.

Nonetheless, its ascent as a viral TikTok topic has thrust it into the lead of an marketing transformation, seeing big businesses spending big on content creators and reducing expenditure on promoting products in conventional outlets.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who observed drillers using on their skin with a derivative of drilling. Now, a flood of user-generated videos have documented the product’s widespread use in “life hacks”.

Promoted as a fix for dirty sneakers or making fragrance last longer, as well as a fix for squeaky doors. It has even been deployed to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and providing creators with the outcome data.

Assertions that it diminished the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and revive leather bags. Proposals that it might bleach teeth or lengthen eyelashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. However, this online trend has persuaded leaders to ramp up funding for content creators.

This tracking of digital spaces to guide corporate planning has been termed “social listening”. The company's chief executive, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

The company's social media lead, who is leading the online push, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without dampening the fun” was crucial.

“How do brands authentically become part of the conversation? This has perpetually been our aim 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 shift of the algorithms means that these audiences appear specific, yet they are vast.

“If you can make sure your brand is shared by consumers, talked about by other people, that is how you can build trust and relevance. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

The approach indicates profound shifts occurring in how media is consumed, with the youth demographic spending more time on apps like TikTok and Instagram than television, magazines or radio.

This change is evidenced by falling revenues for traditional media advertising. Within the United Kingdom, advertising income for major broadcasters have declined by over six hundred million pounds in real terms since 2019.

The Creator Economy Boom

It also reflects a media convergence as large companies almost become production houses themselves, linking up with numerous influencers to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels and they are dedicating far more hours to Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us people trust recommendations from the individuals they follow compared to commercial messages. It's an ongoing shift.”

He said brands could also save money 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 influencer marketing is growing fourfold quicker than the media industry overall. In the US, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, experts said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to shape the national conversation.

The executive noted: “A top-tier ROI marketing event is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … I think there’s 100% a place for them.”