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Originally found over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline could hardly be considered an clear candidate for online content feeds.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an marketing transformation, where major corporations are investing heavily in content creators and reducing expenditure on promoting products in traditional media.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a byproduct of the drilling process. Today, a spree of content from users have documented the product’s widespread use in “life hacks”.

Promoted as a fix for dirty sneakers or extending perfume longevity, and also a remedy for squeaky doors. Its use has even extended to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational amplified the hacks by tasking their in-house experts with verification and letting the content creators in on the results.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. So too were ideas it could prolong perfume and restore leather handbags. Suggestions it could brighten smiles or extend lashes were disproven.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. However, this online trend has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said interacting online “without dampening the fun” was paramount.

“How can companies join discussions credibly? This remains our core objective as brands, back to when people were hanging out their laundry and discussing household products.

“The trend is shifting from a one-to-many model, where we would just send out ads … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these groups seem specialized, yet they are vast.

“If you can make sure your brand is shared by users, talked about by other people, that is how you can build trust and relevance. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

The strategy reflects seismic changes occurring in how media is consumed, with younger consumers spending more time on digital networks than television, magazines or radio.

The shift is reflected in falling revenues for TV and print advertising. Within the United Kingdom, commercial funding for primary networks have fallen by more than £600m in actual value since the end of the last decade.

The Rise of the Creator Economy

It also reflects a media convergence as corporations essentially turn into content studios, collaborating with a multitude of digital creators to promote their goods.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to see what works.

The approach is growing. Marketing investment on digital creator partnerships is increasing four times faster than the media industry overall. Across the United States, it has over doubled since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

Even with this transformation, experts said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

She added: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ The focus is on who seizes focus … I think there’s 100% a place for them.”