🔗 Share this article

As a product discovered more than 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline may not seem like an natural focus for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an advertising revolution, seeing big businesses allocating substantial funds to content creators and devoting less capital to marketing items in traditional media.

The Path from Petroleum to Platforms

First created commercially in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a byproduct of the drilling process. Today, a spree of user-generated videos have documented the product’s widespread use in “everyday tips”.

It has been touted as a solution for polishing footwear or extending perfume longevity, along with a cure for squeaky doors. Its use has even extended to stop the scourge of chip seasoning clinging to fingers.

Harnessing the Hype

Noticing its viral resurgence, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the sensation of spicy food on lips were given the thumbs up. So too were ideas it could extend fragrance and restore leather handbags. Suggestions it could bleach teeth or lengthen eyelashes were debunked.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. Fernando Fernández, newly named, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is leading the online push, said the company was merely adjusting to novel methods of engaging audiences. She said interacting online “without spoiling the atmosphere” was essential.

“What is the key to genuine brand integration? This remains our core objective as brands, back to when people were hanging out their laundry and discussing household products.

“There’s this moving away from a broadcast model, where we would just send out ads … Currently, it's countless discussions, various groups. Changes in digital feeds means that these groups seem specialized, but they’re not.

“Ensuring your product is discussed by users, mentioned by individuals, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Seismic Media Shift

The approach indicates seismic changes happening in audience habits, with younger consumers spending more time on apps like TikTok and Instagram than television, magazines or radio.

This change is evidenced by drops in broadcast and newspaper ads. In the UK, commercial funding for major broadcasters have declined by over six hundred million pounds in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a merging of functions as brands effectively act as media producers, partnering with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by investing in creators over big traditional media campaigns, which also enables easier content adjustment to test effectiveness.

The approach is growing. Marketing investment on influencer marketing is increasing four times faster than the media industry overall. Stateside, it has increased by over 100% since 2021 and is projected to reach substantial figures in 2025.

Traditional Media's Continued Place

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to frame public debate.

The executive noted: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”