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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 obvious target for online content feeds.

Yet the brand’s emergence as a TikTok talking point has positioned it at the vanguard of an promotional upheaval, in which large companies are allocating substantial funds to content creators and devoting less capital to promoting products in traditional media.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a byproduct of the drilling process. Currently, a wave of amateur-created clips have chronicled its broad application in “life hacks”.

It has been touted as a solution for polishing footwear or making fragrance last longer, as well as a fix for squeaky doors. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Leveraging the Buzz

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

Claims that Vaseline reduced the sensation of spicy food on lips were validated. This was also the case for ideas it could extend fragrance and revive leather bags. Claims that it would bleach teeth or extend lashes were refuted.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. Yet this viral episode has helped convince executives to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. Fernando Fernández, freshly instated, has stated the intention is to spend half of its colossal advertising budget 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 engaging audiences. She said participating on platforms “without killing the party” was paramount.

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

“The trend is shifting from a mass communication approach, where we would just send out ads … Now it’s many conversations, various groups. Changes in digital feeds means that these audiences appear specific, yet they are vast.

“If you can make sure your brand is shared by other people, talked about by other people, that is how you can build trust and relevance. Creators are critical to that. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects seismic changes happening in audience habits, with younger consumers devoting greater hours to digital networks than traditional TV, print, or radio.

The transition is visible in declines in TV and print advertising. Within the United Kingdom, commercial funding for leading TV channels have declined by over six hundred million pounds in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a media convergence as brands effectively act as media producers, linking up with a multitude of digital creators to promote their goods.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they’re spending a lot more time on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us people trust recommendations from the individuals they follow more than they trust ads. This is a persistent pattern.”

He said brands could also save money by investing in creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to gauge performance.

This strategy is expanding. Promotional expenditure on the creator economy is increasing four times faster than the broader media sector. Across the United States, it has more than doubled since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

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 drive countrywide discourse.

The executive noted: “Among the most effective advertising investments is still the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”