‘Online Monitoring’: The Consumer Goods Giant Looks to Exploit Vaseline’s Viral TikTok Trend.

Originally found over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an natural focus for social media algorithms.

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an advertising revolution, in which large companies are investing heavily in content creators and reducing expenditure on promoting products in traditional media.

The Path from Petroleum to Platforms

First created commercially in the 1870s by chemist Robert Cheeseborough, who saw laborers rubbing their skin with a derivative of drilling. Now, a flood of amateur-created clips have documented the product’s widespread use in “practical tricks”.

It has been touted as a fix for dirty sneakers or extending perfume longevity, along with a cure for squeaky doors. Users have even applied it to stop the scourge of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the sensation of spicy food on lips were validated. Similarly supported were ideas it could extend fragrance and revive leather bags. Proposals that it might bleach teeth or lengthen eyelashes 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 monitoring of online platforms to inform business strategy has been dubbed “social listening”. Fernando Fernández, freshly instated, has suggested it is aiming to spend half of its colossal advertising budget on platform-based material.

Evolving With Audience Behavior

The company's social media lead, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? This has perpetually been our aim as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a mass communication approach, where we would just transmit messages … Currently, it's countless discussions, diverse communities. Changes in digital feeds means that these communities feel niche, however, they are large.

“Having your brand advocated by other people, recommended by peers, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Seismic Media Shift

The approach indicates seismic changes happening in audience habits, with the youth demographic spending more time on digital networks than legacy broadcast and print media.

The shift is reflected in falling revenues for TV and print advertising. Across Britain, commercial funding for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

It also reflects a media convergence as large companies almost become production houses themselves, linking up with hundreds of content creators to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences away from some legacy media and they are dedicating far more hours to Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us people trust recommendations from the creators they engage with compared to commercial messages. It's an ongoing shift.”

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

Such methods are increasing. Marketing investment on digital creator partnerships 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 substantial figures in 2025.

The Enduring Power of Broadcast

Even with this transformation, executives said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to shape the national conversation.

She added: “A top-tier ROI marketing event is still the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”