As a product discovered more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline could hardly be considered an obvious target for digital platform algorithms.
Nonetheless, its ascent as a viral TikTok topic has thrust it into the lead of an advertising revolution, seeing big businesses allocating substantial funds to content creators and reducing expenditure on marketing items in conventional outlets.
Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Currently, a wave of amateur-created clips have chronicled its broad application in “life hacks”.
It has been touted as a solution for polishing footwear or prolonging the scent of perfume, along with a cure for creaky hinges. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.
Noticing its viral resurgence, executives at the multinational boosted the tips 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. This was also the case for ideas it could extend fragrance and revive leather bags. Suggestions it could bleach teeth or extend lashes were debunked.
Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has persuaded leaders to ramp up funding for content creators.
This monitoring of online platforms to guide corporate planning has been dubbed “social listening”. Unilever's CEO, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.
The company's social media lead, who is leading the online push, said the company was merely adjusting to novel methods of connecting with customers. She said interacting online “without dampening the fun” was essential.
“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.
“We are witnessing a departure from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, diverse communities. Changes in digital feeds 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, that fosters reliability and pertinence. Influencers are vital for this. We are expanding this endorsement system.”
This plan mirrors dramatic transformations taking place in media consumption, with the youth demographic allocating more attention to apps like TikTok and Instagram than legacy broadcast and print media.
The shift is reflected in declines in TV and print advertising. In the UK, commercial funding for leading TV channels have fallen by more than £600m in real terms since 2019.
This further signifies a media convergence as brands effectively act as media producers, linking up with numerous influencers to boost their products.
An industry expert from a leading agency 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.
“Many companies report to us audiences believe endorsements from the individuals they follow over traditional advertisements. That’s a consistent trend.”
He added firms may also cut expenditures by investing in creators over big traditional media campaigns, which also permits simpler message refinement to test effectiveness.
Such methods are increasing. Marketing investment on influencer marketing is growing fourfold quicker than the media industry overall. In the US, it has more than doubled since 2021 and is forecast to attain substantial figures in 2025.
Regardless of the massive shift, industry figures said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to drive countrywide discourse.
Sykes said: “A top-tier ROI marketing event is still major broadcast spectacles. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”
A tech journalist with over a decade of experience covering emerging technologies and digital innovation across Europe.
