🔗 Share this article

Originally found more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline may not seem like an obvious target for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an promotional upheaval, where major corporations are investing heavily in content creators and reducing expenditure on advertising goods in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers using on their skin with a byproduct of the drilling process. Now, a flood of content from users have documented the product’s widespread use in “everyday tips”.

Hailed as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for noisy doorways. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. This was also the case for ideas it could lengthen scent duration and restore leather handbags. Claims that it would brighten smiles or extend lashes were disproven.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have been the cornerstone of its marketing push. However, this online trend has led decision-makers to ramp up funding for content creators.

This observation of social channels to guide corporate planning has been termed “social listening”. The company's chief executive, newly named, has indicated the goal is to spend 50% of its massive marketing spend on social media content.

Evolving With Audience Behavior

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of engaging audiences. She said engaging on social media “without spoiling the atmosphere” was essential.

“How do brands authentically become part of the conversation? 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 transmit messages … Today, it's numerous dialogues, diverse communities. The evolution of platform algorithms means that these groups seem specialized, but they’re not.

“If you can make sure your brand is shared by other people, talked about by other people, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The approach indicates seismic changes taking place in media consumption, with younger consumers devoting greater hours to social media platforms than legacy broadcast and print media.

This change is evidenced by drops in traditional media advertising. Across Britain, ad revenues for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

The Creator Economy Boom

It also reflects a blurring of media roles as corporations essentially turn into content studios, collaborating with a multitude of digital creators to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they’re spending a lot more time on digital video and image apps than they are watching live TV or reading print.

“Numerous corporations inform us people trust recommendations from the personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over big traditional media campaigns, which also permits simpler message refinement to test effectiveness.

Such methods are increasing. Advertising spending on digital creator partnerships is increasing four times faster than the broader media sector. Across the United States, it has increased by over 100% since 2021 and is forecast to attain multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Despite the huge changes, industry figures said they believed TV advertising still had a prominent role to play, as networks still held the capability to drive countrywide discourse.

The executive noted: “Among the most effective advertising investments 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 … There is undoubtedly a future for traditional media.”