🔗 Share this article

Originally found over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an obvious target for online content feeds.

Yet the brand’s emergence as a popular subject on TikTok has positioned it at the vanguard of an promotional upheaval, where major corporations are spending big on content creators and reducing expenditure on marketing items in conventional outlets.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Now, a flood of user-generated videos have recorded its extensive utilization in “practical tricks”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for squeaky doors. It has even been deployed to combat the nuisance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational amplified the hacks 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 given the thumbs up. So too were ideas it could extend fragrance and revive leather bags. Suggestions it could brighten smiles or lengthen eyelashes were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has led decision-makers to dramatically increase investment in content creators.

This monitoring of online platforms to inform business strategy has been dubbed “social listening”. The company's chief executive, freshly instated, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

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

“What is the key to genuine brand integration? This has perpetually been our aim as brands, back to when people were hanging out their laundry and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just send out ads … Now it’s many conversations, various groups. The shift of the algorithms means that these communities feel niche, however, they are large.

“If you can make sure your brand is shared by consumers, talked about by other people, that is how you can build trust and relevance. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

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

The transition is visible in drops in TV and print advertising. Within the United Kingdom, commercial funding for major broadcasters have declined by over six hundred million pounds in real terms since 2019.

The Rise of the Creator Economy

This further signifies a merging of functions as brands effectively act as media producers, partnering with hundreds of content creators to boost their products.

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

“Numerous corporations inform us audiences believe endorsements from the personalities they subscribe to over traditional advertisements. It's an ongoing shift.”

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

This strategy is expanding. Promotional expenditure on digital creator partnerships is growing fourfold quicker than the broader media sector. In the US, it has more than doubled since 2021 and is expected to hit substantial figures 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 broadcasters retained the power to shape the national conversation.

She added: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”