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

First identified 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.

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an advertising revolution, where major corporations are investing heavily in content creators and reducing expenditure on marketing items in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers using on their skin with a derivative of drilling. Now, a flood of user-generated videos have documented the product’s widespread use in “everyday tips”.

It has been touted as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for squeaky doors. Users have even applied it to stop the scourge of crisp flavouring sticking to fingers.

Harnessing the Hype

Detecting the product’s new life online, strategists within the corporation boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Assertions that it diminished the sting of chili on the mouth were validated. Similarly supported were ideas it could extend fragrance and restore leather handbags. Proposals that it might whiten teeth or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has helped convince executives to dramatically increase investment in content creators.

This tracking of digital spaces to inform business strategy has been dubbed “social listening”. Unilever's CEO, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was just evolving with contemporary approaches of connecting with customers. She said interacting online “without dampening the fun” was paramount.

“What is the key to genuine brand integration? This remains our core objective as brands, dating to when neighbors chatted over fences and talking about what they used.

“We are witnessing a departure from a broadcast model, where we would just send out ads … 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 consumers, talked about by other people, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates profound shifts taking place in media consumption, with Gen Z and millennial audiences devoting greater hours to social media platforms than television, magazines or radio.

The shift is reflected in falling revenues for traditional media advertising. Across Britain, ad revenues for leading TV channels have dropped substantially in actual value since the end of the last decade.

The Rise of the Creator Economy

Additionally, it points to a merging of functions as large companies almost become production houses themselves, collaborating with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Naturally, an exodus of attention out of certain traditional media outlets and their time is increasingly on digital video and image apps than they are watching live TV or reading print.

“Numerous corporations inform us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by targeting content creators over large-scale legacy ad buys, which also permits simpler message refinement to see what works.

The approach is growing. Promotional expenditure on influencer marketing is rising at quadruple the rate than the broader media sector. Across the United States, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

TV's Lasting Role

Despite the huge changes, industry figures said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”