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First identified more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline might not appear as an obvious target for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an advertising revolution, in which large companies are spending big on content creators and putting fewer resources into advertising goods in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a byproduct of the drilling process. Currently, a wave of amateur-created clips have documented the product’s widespread use in “everyday tips”.

Promoted as a solution for polishing footwear or prolonging the scent of perfume, as well as a fix for noisy doorways. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

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

Assertions that it diminished the burn from hot food on the lips were confirmed. This was also the case for ideas it could extend fragrance and restore leather handbags. Claims that it would bleach teeth or lengthen eyelashes were refuted.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to inform business strategy has been termed “social listening”. The company's chief executive, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

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 paramount.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, since the era of community gossip and talking about what they used.

“There’s this moving away from a one-to-many model, where we would just broadcast out … Now it’s many conversations, various groups. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“Ensuring your product is discussed by consumers, mentioned by individuals, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

This plan mirrors seismic changes happening in audience habits, with younger consumers spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in falling revenues for broadcast and newspaper ads. Across Britain, commercial funding for primary networks have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a blurring of media roles as large companies almost become production houses themselves, collaborating with numerous influencers to boost their products.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences from conventional channels and they are dedicating far more hours to digital video and image apps 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. It's an ongoing shift.”

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

This strategy is expanding. Advertising spending on influencer marketing is increasing four times faster than total media spending. Stateside, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, experts said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to drive countrywide discourse.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”