🔗 Share this article

Originally found over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline could hardly be considered an natural focus for online content feeds.

Nonetheless, its ascent as a popular subject on TikTok has placed it at the forefront of an advertising revolution, seeing big businesses allocating substantial funds to content creators and putting fewer resources into promoting products in conventional outlets.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Now, a flood of amateur-created clips have documented the product’s widespread use in “practical tricks”.

Promoted as a fix for dirty sneakers or extending perfume longevity, along with a cure for squeaky doors. Its use has even extended to combat the nuisance of snack dust adhering to hands.

Capitalising on the Conversation

Detecting the product’s new life online, strategists within the corporation amplified the hacks by tasking their in-house experts with verification and providing creators with the outcome data.

Assertions that it diminished the sting of chili on the mouth were confirmed. So too were ideas it could extend fragrance and rejuvenate purses. Proposals that it might bleach teeth or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have formed the bulk of its promotional efforts. Yet this viral episode has persuaded leaders to ramp up funding for content creators.

This tracking of digital spaces to shape commercial tactics has been dubbed “social listening”. The company's chief executive, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on social media content.

Evolving With Audience Behavior

Selina Sykes, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said engaging on social media “without spoiling the atmosphere” was crucial.

“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.

“There’s this moving away from a mass communication approach, where we would just broadcast out … Now it’s many conversations, diverse communities. The evolution of platform algorithms means that these groups seem specialized, yet they are vast.

“If you can make sure your brand is shared by other people, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations happening in audience habits, with the youth demographic devoting greater hours to apps like TikTok and Instagram than television, magazines or radio.

This change is evidenced by declines in broadcast and newspaper ads. Across Britain, advertising income for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

The Creator Economy Boom

Additionally, it points to a media convergence as corporations essentially turn into content studios, partnering with hundreds of content creators to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers from conventional channels and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us consumers have more faith in suggestions from the individuals they follow more than they trust ads. This is a persistent pattern.”

He added firms may also cut expenditures by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to see what works.

The approach is growing. Promotional expenditure on the creator economy is rising at quadruple the rate than total media spending. Across the United States, it has increased by over 100% since 2021 and is expected to hit multi-billion dollar sums in 2025.

TV's Lasting Role

Even with this transformation, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

She added: “Among the most effective advertising investments is still major broadcast spectacles. It's not a matter of networks declaring: ‘Our relevance has faded.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”