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First identified more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline might not appear as an natural focus for online content feeds.

However, its rise as a popular subject on TikTok has thrust it into the lead of an marketing transformation, where major corporations are allocating substantial funds to content creators and devoting less capital to advertising goods in conventional outlets.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who observed drillers using on their skin with a derivative of drilling. Today, a spree of content from users have chronicled its broad application in “practical tricks”.

Promoted as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for squeaky doors. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational boosted the tips by having their research teams evaluate the claims and providing creators with the outcome data.

Assertions that it diminished the sensation of spicy food on lips were confirmed. This was also the case for ideas it could lengthen scent duration and restore leather handbags. Suggestions it could brighten smiles or lengthen eyelashes 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 helped convince executives to dramatically increase investment in content creators.

This monitoring of online platforms to guide corporate planning has been termed “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without dampening the fun” was paramount.

“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 sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just broadcast out … Now it’s many conversations, diverse communities. The shift of the algorithms means that these communities feel niche, yet they are vast.

“If you can make sure your brand is shared by other people, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors seismic changes taking place in media consumption, with the youth demographic devoting greater hours to social media platforms than television, magazines or radio.

This change is evidenced by drops in traditional media advertising. Across Britain, advertising income for primary networks have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

This further signifies a merging of functions as large companies almost become production houses themselves, partnering with hundreds of content creators to promote their goods.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences away from some legacy media and they are dedicating far more hours to digital video and image apps than they are consuming linear broadcasts or printed matter.

“Many companies report to us people trust recommendations from the creators they engage with compared to commercial messages. It's an ongoing shift.”

He noted companies can reduce costs by focusing on influencers over large-scale legacy ad buys, which also enables easier content adjustment to gauge performance.

The approach is growing. Promotional expenditure on the creator economy is rising at quadruple the rate than the broader media sector. In the US, it has more than doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Even with this transformation, executives said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to shape the national conversation.

She added: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … I think there’s 100% a place for them.”