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As a product discovered more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an obvious target for online content feeds.

Nonetheless, its ascent as a TikTok talking point has positioned it at the vanguard of an advertising revolution, where major corporations are investing heavily in content creators and reducing expenditure on advertising goods in traditional media.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers rubbing their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have documented the product’s widespread use in “everyday tips”.

Hailed as a remedy for cleaning shoes or making fragrance last longer, and also a remedy for noisy doorways. It has even been deployed to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Suggestions that it lessened the sensation of spicy food on lips were validated. This was also the case for ideas it could prolong perfume and rejuvenate purses. Claims that it would bleach teeth or extend lashes were refuted.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. However, this online trend has led decision-makers to dramatically increase investment in content creators.

This monitoring of online platforms to guide corporate planning has been dubbed “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend half of its colossal advertising budget on platform-based material.

Shifting to Modern Engagement

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of reaching consumers. She said participating on platforms “without dampening the fun” was crucial.

“What is the key to genuine brand integration? This remains our core objective as brands, since the era of community gossip and discussing household products.

“We are witnessing a departure from a one-to-many model, where we would just send out ads … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these groups seem specialized, but they’re not.

“Having your brand advocated by other people, recommended by peers, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects seismic changes taking place in media consumption, with Gen Z and millennial audiences allocating more attention to digital networks than legacy broadcast and print media.

This change is evidenced by declines in broadcast and newspaper ads. Within the United Kingdom, advertising income for primary networks have dropped substantially in inflation-adjusted terms since 2019.

The Creator Economy Boom

It also reflects a media convergence as corporations essentially turn into content studios, collaborating with a multitude of digital creators to promote their goods.

Leon Harlow said: “Naturally, an exodus of attention from conventional channels and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us audiences believe endorsements from the personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

Such methods are increasing. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than total media spending. In the US, it has increased by over 100% since 2021 and is forecast to attain tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

She added: “Among the most effective advertising investments is still the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ The focus is on who seizes focus … I think there’s 100% a place for them.”