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First identified more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline could hardly be considered an clear candidate for online content feeds.

However, its rise as a TikTok talking point has placed it at the forefront of an marketing transformation, seeing big businesses spending big on content creators and reducing expenditure on advertising goods in legacy broadcasters.

A Journey from Drilling to Digital

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Today, a spree of content from users have chronicled its broad application in “practical tricks”.

It has been touted as a remedy for cleaning shoes or prolonging the scent of perfume, and also a remedy for noisy doorways. It has even been deployed to stop the scourge of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation boosted the tips by tasking their in-house experts with verification and letting the content creators in on the results.

Assertions that it diminished the sting of chili on the mouth were given the thumbs up. This was also the case for ideas it could extend fragrance and rejuvenate purses. Claims that it would whiten teeth or make eyelashes longer were refuted.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have been the cornerstone of its marketing push. However, this online trend has led decision-makers to turbocharge spending on content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. Fernando Fernández, freshly instated, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of engaging audiences. She said interacting online “without spoiling the atmosphere” was paramount.

“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 sharing usage tips.

“The trend is shifting from a mass communication approach, where we would just broadcast out … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these audiences appear specific, however, they are large.

“If you can make sure your brand is shared by users, recommended by peers, that is how you can build trust and relevance. Content makers are key. We are expanding this endorsement system.”

A Seismic Media Shift

The approach indicates seismic changes taking place in media consumption, with the youth demographic allocating more attention to apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by declines in TV and print advertising. In the UK, commercial funding for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

Additionally, it points to a merging of functions as corporations essentially turn into content studios, collaborating with hundreds of content creators to enhance their items.

Leon Harlow said: “Obviously there’s a flow of audiences away from some legacy media and they’re spending a lot more time on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us people trust recommendations from the personalities they subscribe to over traditional advertisements. This is a persistent pattern.”

He noted companies can reduce costs by focusing on influencers over large-scale legacy ad buys, which also allows them to tweak their content more easily to see what works.

This strategy is expanding. Advertising spending on digital creator partnerships is rising at quadruple the rate than the media industry overall. Stateside, it has over doubled since 2021 and is projected to reach tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, executives said they believed television commercials still played a key part to play, as networks still held the capability to drive countrywide discourse.

The executive noted: “Among the most effective advertising investments is still major broadcast spectacles. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”