🔗 Share this article

First identified over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an natural focus for social media algorithms.

Nonetheless, its ascent as a popular subject on TikTok has placed it at the forefront of an advertising revolution, in which large companies are investing heavily in content creators and putting fewer resources into promoting products in legacy broadcasters.

The Path from Petroleum to Platforms

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a residue from oil extraction. Now, a flood of user-generated videos have chronicled its broad application in “practical tricks”.

Hailed 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 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 asking their own scientists to test them and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were confirmed. This was also the case for ideas it could lengthen scent duration and rejuvenate purses. Suggestions it could brighten smiles or lengthen eyelashes were debunked.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has helped convince executives to turbocharge spending on content creators.

This monitoring of online platforms to guide corporate planning has been labeled “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was just evolving with contemporary approaches of engaging audiences. She said interacting online “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a broadcast model, where we would just send out ads … Currently, it's countless discussions, various groups. The shift of the algorithms means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by other people, talked about by other people, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors seismic changes taking place in media consumption, with Gen Z and millennial audiences allocating more attention to digital networks than traditional TV, print, or radio.

The shift is reflected in falling revenues for traditional media advertising. Across Britain, ad revenues for major broadcasters have fallen by more than £600m in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a merging of functions as corporations essentially turn into content studios, collaborating with numerous influencers to enhance their items.

Leon Harlow 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.

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

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

This strategy is expanding. Promotional expenditure on influencer marketing is rising at quadruple the rate than the media industry overall. In the US, it has increased by over 100% since 2021 and is expected to hit multi-billion dollar sums in 2025.

TV's Lasting Role

Despite the huge changes, executives said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to shape the national conversation.

Sykes said: “One of the highest return-on-investment media opportunities is still the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”