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First identified over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline could hardly be considered an obvious target for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has thrust it into the lead of an promotional upheaval, where major corporations are investing heavily in content creators and devoting less capital to promoting products in conventional outlets.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Now, a flood of user-generated videos have chronicled its broad application in “practical tricks”.

It has been touted as a remedy for cleaning shoes or prolonging the scent of perfume, along with a cure for squeaky doors. It has even been deployed to stop the scourge of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational enhanced the tricks by tasking their in-house experts with verification and sharing the findings with influencers.

Suggestions that it lessened the burn from hot food on the lips were validated. This was also the case for ideas it could extend fragrance and rejuvenate purses. Suggestions it could bleach teeth or lengthen eyelashes 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 persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. Fernando Fernández, newly named, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

The company's social media lead, who is leading the online push, said the company was merely adjusting to novel methods of connecting with customers. She said interacting online “without killing the party” was essential.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, many communities. The shift of the algorithms means that these audiences appear specific, yet they are vast.

“If you can make sure your brand is shared by users, talked about by other people, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The strategy reflects seismic changes occurring in how media is consumed, with younger consumers spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

The transition is visible in falling revenues for TV and print advertising. In the UK, commercial funding for primary networks have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a media convergence 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 out of certain traditional media outlets and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us people trust recommendations from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to gauge performance.

The approach is growing. Promotional expenditure on influencer marketing is growing fourfold quicker than the broader media sector. In the US, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Despite the huge changes, experts said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

The executive noted: “A top-tier ROI marketing event is still the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”