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Originally found over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an natural focus for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has positioned it at the vanguard of an promotional upheaval, in which large companies are investing heavily in content creators and putting fewer resources into advertising goods in legacy broadcasters.

The Path from Petroleum to Platforms

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Today, a spree of amateur-created clips have documented the product’s widespread use in “everyday tips”.

Promoted as a fix for dirty sneakers or making fragrance last longer, as well as a fix for creaky hinges. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could extend fragrance and revive leather bags. Claims that it would whiten teeth or extend lashes were disproven.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots 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 tracking of digital spaces to shape commercial tactics has been termed “social listening”. Fernando Fernández, newly named, has indicated the goal is to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

The company's social media lead, who is heading the digital initiative, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without spoiling the atmosphere” was crucial.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and discussing household products.

“We are witnessing a departure from a one-to-many model, where we would just broadcast out … Now it’s many conversations, diverse communities. The evolution of platform algorithms means that these groups seem specialized, but they’re not.

“If you can make sure your brand is shared by consumers, recommended by peers, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

This plan mirrors seismic changes occurring in how media is consumed, with Gen Z and millennial audiences devoting greater hours to digital networks than television, magazines or radio.

The shift is reflected in falling revenues for traditional media advertising. Across Britain, advertising income for primary networks have fallen by more than £600m in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

This further signifies 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 out of certain traditional media outlets and they are dedicating far more hours to Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us audiences believe endorsements from the personalities they subscribe to over traditional advertisements. This is a persistent pattern.”

He added firms may also cut expenditures by focusing on influencers over big traditional media campaigns, which also permits simpler message refinement to gauge performance.

Such methods are increasing. Marketing investment on influencer marketing is increasing four times faster than total media spending. Stateside, it has over doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed TV advertising still had a prominent role to play, as networks still held the capability to frame public debate.

The executive noted: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”