🔗 Share this article

Originally found over 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline may not seem like an obvious target for social media algorithms.

Nonetheless, its ascent as a viral TikTok topic has positioned it at the vanguard of an promotional upheaval, in which large companies are spending big on content creators and putting fewer resources into advertising goods in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers using on their skin with a residue from oil extraction. Now, a flood of content from users have documented the product’s widespread use in “life hacks”.

Hailed as a remedy for cleaning shoes or prolonging the scent of perfume, and also a remedy for squeaky doors. Users have even applied it to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational enhanced the tricks by tasking their in-house experts with verification and providing creators with the outcome data.

Suggestions that it lessened the burn from hot food on the lips were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Suggestions it could bleach teeth or extend lashes were refuted.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. Yet this viral episode has persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to guide corporate planning has been termed “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

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of engaging audiences. She said engaging on social media “without killing the party” was crucial.

“How can companies join discussions credibly? This remains our core objective as brands, back to when people were hanging out their laundry and talking about what they used.

“There’s this moving away from a mass communication approach, where we would just transmit messages … Today, it's numerous dialogues, various groups. The shift of the algorithms means that these audiences appear specific, however, they are large.

“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. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

This plan mirrors profound shifts occurring in how media is consumed, with younger consumers devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by declines in traditional media advertising. In the UK, ad revenues for major broadcasters have dropped substantially in actual value since the end of the last decade.

Influencer Marketing Expansion

This further signifies a media convergence as large companies almost become production houses themselves, partnering with hundreds of content creators to enhance their items.

Leon Harlow said: “Naturally, an exodus of attention out of certain traditional media outlets and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us consumers have more faith in suggestions from the individuals they follow more than they trust ads. It's an ongoing shift.”

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also enables easier content adjustment to gauge performance.

The approach is growing. Marketing investment on digital creator partnerships is rising at quadruple the rate than the broader media sector. Stateside, it has over doubled since 2021 and is forecast to attain tens of billions in 2025.

Traditional Media's Continued Place

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

The executive noted: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I think there’s 100% a place for them.”