🔗 Share this article

Originally found over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an natural focus for social media algorithms.

However, its rise as a TikTok talking point has placed it at the forefront of an marketing transformation, seeing big businesses allocating substantial funds to content creators and putting fewer resources into marketing items in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Now, a flood of amateur-created clips have chronicled its broad application in “everyday tips”.

Promoted as a fix for dirty sneakers or making fragrance last longer, as well as a fix for noisy doorways. It has even been deployed to combat the nuisance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, strategists within the corporation amplified the hacks by asking their own scientists to test them and providing creators with the outcome data.

Claims that Vaseline reduced the sensation of spicy food on lips were confirmed. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Claims that it would brighten smiles or make eyelashes longer were debunked.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots 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 tracking of digital spaces to shape commercial tactics has been termed “social listening”. The company's chief executive, newly named, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Shifting to Modern Engagement

The company's social media lead, who is heading the digital initiative, said the company was merely adjusting to novel methods of engaging audiences. She said engaging on social media “without dampening the fun” was essential.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and talking about what they used.

“We are witnessing a departure from a mass communication approach, where we would just transmit messages … Currently, it's countless discussions, many communities. Changes in digital feeds means that these audiences appear specific, yet they are vast.

“If you can make sure your brand is shared by consumers, recommended by peers, that is how you can build trust and relevance. Content makers are key. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The approach indicates profound shifts occurring in how media is consumed, with the youth demographic devoting greater hours to apps like TikTok and Instagram than legacy broadcast and print media.

The shift is reflected in drops in broadcast and newspaper ads. In the UK, commercial funding for leading TV channels have fallen by more than £600m in real terms since 2019.

The Rise of the Creator Economy

This further signifies a media convergence as large companies almost become production houses themselves, partnering with numerous influencers to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they’re spending a lot more time on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us people trust recommendations from the creators they engage with more than they trust ads. It's an ongoing shift.”

He noted companies can reduce costs by investing in creators over big traditional media campaigns, which also permits simpler message refinement to see what works.

The approach is growing. Advertising spending on digital creator partnerships is rising at quadruple the rate than total media spending. In the US, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to frame public debate.

She added: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”