🔗 Share this article

First identified more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline may not seem like an clear candidate for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has positioned it at the vanguard of an advertising revolution, where major corporations are investing heavily in content creators and putting fewer resources into advertising goods in conventional outlets.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a byproduct of the drilling process. Currently, a wave of user-generated videos have chronicled its broad application in “everyday tips”.

Hailed as a remedy for cleaning shoes or prolonging the scent of perfume, along with a cure for creaky hinges. Users have even applied it to stop the scourge of crisp flavouring sticking to fingers.

Leveraging the Buzz

Detecting the product’s new life online, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the sensation of spicy food on lips were confirmed. So too were ideas it could prolong perfume and rejuvenate purses. Proposals that it might brighten smiles or make eyelashes longer were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. However, this online trend has persuaded leaders to dramatically increase investment in content creators.

This tracking of digital spaces to guide corporate planning has been dubbed “social listening”. The company's chief executive, newly named, has stated the intention is to spend half of its colossal advertising budget on social media content.

Evolving With Audience Behavior

A leading Unilever executive, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without killing the party” was paramount.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, since the era of community gossip and talking about what they used.

“The trend is shifting from a one-to-many model, where we would just transmit messages … Today, it's numerous dialogues, diverse communities. The evolution of platform algorithms means that these groups seem specialized, yet they are vast.

“Ensuring your product is discussed by consumers, mentioned by individuals, this builds credibility and connection. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects seismic changes occurring in how media is consumed, with younger consumers allocating more attention to social media platforms than traditional TV, print, or radio.

The shift is reflected in falling revenues for broadcast and newspaper ads. In the UK, advertising income for major broadcasters have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

It also reflects a media convergence as corporations essentially turn into content studios, partnering with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us audiences believe endorsements 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 big traditional media campaigns, which also permits simpler message refinement to test effectiveness.

The approach is growing. Marketing investment on the creator economy is growing fourfold quicker than the media industry overall. Stateside, it has more than doubled since 2021 and is forecast to attain tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, executives said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to shape the national conversation.

Sykes said: “A top-tier ROI marketing event is still events like the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ The focus is on who seizes focus … I think there’s 100% a place for them.”