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Originally found over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an clear candidate for digital platform algorithms.

Yet the brand’s emergence as a TikTok talking point has thrust it into the lead of an promotional upheaval, where major corporations are allocating substantial funds to content creators and putting fewer resources into advertising goods in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who saw laborers rubbing their skin with a derivative of drilling. Now, a flood of user-generated videos have recorded its extensive utilization in “everyday tips”.

Promoted as a fix for dirty sneakers or extending perfume longevity, and also a remedy for creaky hinges. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational enhanced the tricks 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 given the thumbs up. So too were ideas it could prolong perfume and rejuvenate purses. Suggestions it could brighten smiles or make eyelashes longer were debunked.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to guide corporate planning has been termed “social listening”. Fernando Fernández, newly named, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Shifting to Modern Engagement

The company's social media lead, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said engaging on social media “without spoiling the atmosphere” was essential.

“What is the key to genuine brand integration? This remains our core objective as brands, since the era of community gossip and talking about what they used.

“There’s this moving away from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, diverse communities. The evolution of platform algorithms means that these communities feel niche, but they’re not.

“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. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors dramatic transformations taking place in media consumption, with younger consumers allocating more attention to social media platforms than traditional TV, print, or radio.

The transition is visible in falling revenues for traditional media advertising. Within the United Kingdom, commercial funding for leading TV channels have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a blurring of media roles as brands effectively act as media producers, partnering 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 from conventional channels and their time is increasingly on digital video and image apps than they are watching live TV or reading print.

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

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

The approach is growing. Advertising spending on the creator economy is increasing four times faster than the media industry overall. In the US, it has increased by over 100% since 2021 and is expected to hit multi-billion dollar sums in 2025.

TV's Lasting Role

Regardless of the massive shift, executives said they believed broadcast ads retained significant importance to play, as networks still held the capability to frame public debate.

She added: “Among the most effective advertising investments is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”