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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an clear candidate for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, where major corporations are investing heavily in content creators and devoting less capital to advertising goods in legacy broadcasters.

A Journey from Drilling to Digital

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Now, a flood of user-generated videos have documented the product’s widespread use in “everyday tips”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for squeaky doors. It has even been deployed to prevent the annoyance of snack dust adhering to hands.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational amplified the hacks by asking their own scientists to test them and providing creators with the outcome data.

Assertions that it diminished the burn from hot food on the lips were validated. So too were ideas it could prolong perfume and revive leather bags. Claims that it would whiten teeth or extend lashes were refuted.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have formed the bulk of its promotional efforts. However, this online trend has persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Evolving With Audience Behavior

The company's social media lead, who is spearheading the social media effort, said the company was merely adjusting to novel methods of engaging audiences. She said interacting online “without spoiling the atmosphere” was crucial.

“How do brands authentically become part of the conversation? This remains our core objective 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. The evolution of platform algorithms means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by other people, talked about by other people, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

This plan mirrors dramatic transformations taking place in media consumption, with Gen Z and millennial audiences devoting greater hours to digital networks than traditional TV, print, or radio.

This change is evidenced by declines in TV and print advertising. Across Britain, ad revenues for primary networks have dropped substantially in actual value since the end of the last decade.

The Rise of the Creator Economy

This further signifies a media convergence as large companies almost become production houses themselves, linking up 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 social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the personalities they subscribe to over traditional advertisements. 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 gauge performance.

The approach is growing. Marketing investment on digital creator partnerships is rising at quadruple the rate than total media spending. 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

Regardless of the massive shift, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to shape the national conversation.

Sykes said: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”