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First identified more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an clear candidate for digital platform algorithms.

However, its rise as a viral TikTok topic has thrust it into the lead of an promotional upheaval, where major corporations are spending big on content creators and devoting less capital to promoting products in traditional media.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers using on their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have recorded its extensive utilization in “everyday tips”.

Hailed as a solution for polishing footwear or extending perfume longevity, and also a remedy for creaky hinges. It has even been deployed to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational boosted the tips by asking their own scientists to test them and sharing the findings with influencers.

Assertions that it diminished the sensation of spicy food on lips were validated. This was also the case for ideas it could prolong perfume and revive leather bags. Suggestions it could bleach teeth or make eyelashes longer were refuted.

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 observation of social channels to inform business strategy has been dubbed “social listening”. The company's chief executive, recently appointed, has stated the intention is 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 heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without dampening the fun” was crucial.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, since the era of community gossip and talking about what they used.

“We are witnessing a departure from a one-to-many model, where we would just transmit messages … Now it’s many conversations, various groups. The evolution of platform algorithms means that these communities feel niche, but they’re not.

“Having your brand advocated by consumers, talked about by other people, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The strategy reflects seismic changes occurring in how media is consumed, with the youth demographic devoting greater hours to apps like TikTok and Instagram than legacy broadcast and print media.

The shift is reflected in falling revenues for traditional media advertising. Across Britain, advertising income for major broadcasters have fallen by more than £600m in real terms since 2019.

The Rise of the Creator Economy

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

An industry expert from a leading agency said: “Naturally, an exodus of attention away from some legacy media and they are dedicating far more hours to digital video and image apps than they are watching live TV or reading print.

“Many companies report to us consumers have more faith in suggestions from the personalities they subscribe to over traditional advertisements. It's an ongoing shift.”

He added firms may also cut expenditures by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to see what works.

This strategy is expanding. Promotional expenditure on the creator economy is rising at quadruple the rate than the broader media sector. Across the United States, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as networks still held the capability to shape the national conversation.

She added: “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’s about who’s capturing attention … I believe there is absolutely a role for them.”