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Originally found over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an natural focus for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has positioned it at the vanguard of an advertising revolution, seeing big businesses spending big on content creators and putting fewer resources into marketing items in traditional media.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who saw laborers applying to their skin with a derivative of drilling. Now, a flood of user-generated videos have chronicled its broad application in “life hacks”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, 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

Spotting its digital renaissance, strategists within the corporation boosted the tips 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 confirmed. This was also the case for ideas it could extend fragrance and rejuvenate purses. Suggestions it could bleach teeth or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. Yet this viral episode has helped convince executives to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been dubbed “social listening”. Fernando Fernández, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was merely adjusting to novel methods of engaging audiences. She said participating on platforms “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 discussing household products.

“There’s this moving away from a mass communication approach, where we would just transmit messages … Now it’s many conversations, various groups. The shift of the algorithms means that these communities feel niche, but they’re not.

“Having your brand advocated by consumers, recommended by peers, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The approach indicates seismic changes taking place in media consumption, with younger consumers spending more time on digital networks than traditional TV, print, or radio.

The transition is visible in falling revenues for traditional media advertising. Across Britain, advertising income for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

This further signifies a merging of functions as large companies almost become production houses themselves, linking up with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels and their time is increasingly on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us audiences believe endorsements from the creators they engage with compared to commercial messages. It's an ongoing shift.”

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

The approach is growing. Marketing investment on influencer marketing is growing fourfold quicker than total media spending. Stateside, it has increased by over 100% since 2021 and is forecast to attain substantial figures in 2025.

TV's Lasting Role

Even with this transformation, experts 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.

Sykes said: “One of the highest return-on-investment media opportunities is still the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”