‘Online Monitoring’: The Consumer Goods Giant Looks to Exploit Vaseline’s Social Media Breakthrough.

As a product discovered over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline might not appear as an obvious target for online content feeds.

Yet the brand’s emergence as a popular subject on TikTok has thrust it into the lead of an marketing transformation, in which large companies are investing heavily in content creators and putting fewer resources into promoting products in legacy broadcasters.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a derivative of drilling. Now, a flood of content from users have chronicled its broad application in “life hacks”.

It has been touted as a fix for dirty sneakers or extending perfume longevity, as well as a fix for noisy doorways. Users have even applied it to prevent the annoyance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. This was also the case for ideas it could extend fragrance and rejuvenate purses. Proposals that it might brighten smiles or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to ramp up funding for content creators.

This tracking of digital spaces to guide corporate planning has been termed “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

A leading Unilever executive, who is spearheading the social media effort, said the company was merely adjusting to novel methods of connecting with customers. She said participating on platforms “without killing the party” was paramount.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and sharing usage tips.

“There’s this moving away from a mass communication approach, where we would just broadcast out … Now it’s many conversations, various groups. The evolution of platform algorithms means that these groups seem specialized, yet they are vast.

“If you can make sure your brand is shared by users, mentioned by individuals, that fosters reliability and pertinence. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

This plan mirrors seismic changes occurring in how media is consumed, with the youth demographic devoting greater hours to social media platforms than television, magazines or radio.

This change is evidenced by falling revenues for broadcast and newspaper ads. In the UK, advertising income for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a blurring of media roles as large companies almost become production houses themselves, collaborating with numerous influencers to enhance their items.

An industry expert from a leading agency said: “Naturally, an exodus of attention from conventional channels and they are dedicating far more hours to Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us people trust recommendations from the personalities they subscribe to more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over big traditional media campaigns, which also enables easier content adjustment to test effectiveness.

This strategy is expanding. Promotional expenditure on the creator economy 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, experts said they believed broadcast ads retained significant importance to play, as networks still held the capability to shape the national conversation.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … I think there’s 100% a place for them.”