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Originally found more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an obvious target for online content feeds.

However, its rise as a popular subject on TikTok has placed it at the forefront of an advertising revolution, where major corporations are investing heavily in content creators and putting fewer resources into promoting products in legacy broadcasters.

The Path from Petroleum to Platforms

First created commercially in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Now, a flood of amateur-created clips have documented the product’s widespread use in “life hacks”.

Hailed as a solution for polishing footwear or making fragrance last longer, as well as a fix for creaky hinges. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Detecting the product’s new life online, strategists within the corporation enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Claims that it would whiten teeth or lengthen eyelashes were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. Yet this viral episode has persuaded leaders to ramp up funding for content creators.

This tracking of digital spaces to shape commercial tactics has been dubbed “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

Selina Sykes, 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 killing the party” was essential.

“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 broadcast model, where we would just transmit messages … Currently, it's countless discussions, diverse communities. Changes in digital feeds means that these audiences appear specific, but they’re not.

“Having your brand advocated by users, mentioned by individuals, that fosters reliability and pertinence. Creators are critical to that. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The strategy reflects dramatic transformations taking place in media consumption, with Gen Z and millennial audiences devoting greater hours to social media platforms than legacy broadcast and print media.

This change is evidenced by drops in TV and print advertising. Within the United Kingdom, commercial funding for primary networks have dropped substantially in actual value since the end of the last decade.

The Rise of the Creator Economy

Additionally, it points to a media convergence as corporations essentially turn into content studios, linking up with hundreds of content creators to boost their products.

Leon Harlow 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.

“Numerous corporations inform us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

Such methods are increasing. Advertising spending on the creator economy is rising at quadruple the rate than the media industry overall. Stateside, it has increased by over 100% since 2021 and is forecast to attain tens of billions in 2025.

TV's Lasting Role

Despite the huge changes, industry figures said they believed TV advertising still had a prominent role to play, as networks still held the capability 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: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”