🔗 Share this article

As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an clear candidate for digital platform algorithms.

However, its rise as a TikTok talking point has placed it at the forefront of an marketing transformation, in which large companies are allocating substantial funds to content creators and reducing expenditure on marketing items in legacy broadcasters.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who saw laborers using on their skin with a byproduct of the drilling process. Today, a spree of user-generated videos have recorded its extensive utilization in “everyday tips”.

Hailed as a fix for dirty sneakers or extending perfume longevity, along with a cure 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, strategists within the corporation enhanced the tricks by tasking their in-house experts with verification and sharing the findings with influencers.

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. This was also the case for ideas it could prolong perfume and revive leather bags. Claims that it would whiten teeth or lengthen eyelashes were refuted.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. However, this online trend has helped convince executives to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. The company's chief executive, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

A leading Unilever executive, who is spearheading the social media effort, said the company was merely adjusting to novel methods of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was essential.

“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 mass communication approach, where we would just broadcast out … Currently, it's countless discussions, many communities. Changes in digital feeds means that these audiences appear specific, but they’re not.

“Ensuring your product is discussed by consumers, mentioned by individuals, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates profound shifts occurring in how media is consumed, with the youth demographic allocating more attention to social media platforms than traditional TV, print, or radio.

The transition is visible in drops in traditional media advertising. Within the United Kingdom, commercial funding for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

Influencer Marketing Expansion

This further signifies a media convergence as brands effectively act as media producers, partnering with hundreds of content creators to promote their goods.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Many companies report to us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to gauge performance.

Such methods are increasing. Advertising spending on influencer marketing is increasing four times faster than total media spending. In the US, it has increased by over 100% since 2021 and is forecast to attain substantial figures in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, executives said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to frame public debate.

The executive noted: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It's not a matter of networks declaring: ‘We are no longer pertinent.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”