🔗 Share this article

First identified more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an natural focus for online content feeds.

However, its rise as a TikTok talking point has placed it at the forefront of an marketing transformation, in which large companies are spending big on content creators and devoting less capital to 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 noticed oil rig workers applying to their skin with a byproduct of the drilling process. Now, a flood of content from users have chronicled its broad application in “practical tricks”.

It has been touted as a remedy for cleaning shoes or extending perfume longevity, along with a cure for noisy doorways. Its use has even extended to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the burn from hot food on the lips were validated. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Suggestions it could whiten teeth or make eyelashes longer were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been dubbed “social listening”. Fernando Fernández, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

Selina Sykes, who is spearheading the social media effort, said the company was simply adapting to new ways of engaging audiences. She said engaging on social media “without killing the party” was essential.

“What is the key to genuine brand integration? This remains our core objective as brands, since the era of community gossip and discussing household products.

“There’s this moving away from a one-to-many model, where we would just transmit messages … Currently, it's countless discussions, many communities. Changes in digital feeds means that these communities feel niche, however, they are large.

“If you can make sure your brand is shared by consumers, mentioned by individuals, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects profound shifts taking place in media consumption, with younger consumers allocating more attention to social media platforms than legacy broadcast and print media.

The transition is visible in falling revenues for traditional media advertising. Across Britain, ad revenues for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

The Creator Economy Boom

Additionally, it points to a merging of functions as corporations essentially turn into content studios, collaborating with numerous influencers to boost their products.

Leon Harlow said: “Obviously there’s a flow of audiences from conventional channels and they are dedicating far more hours to digital video and image apps than they are watching live TV or reading print.

“Many companies report to us consumers have more faith in suggestions from the personalities they subscribe to compared to commercial messages. This is a persistent pattern.”

He noted companies can reduce costs by focusing on influencers over big traditional media campaigns, which also enables easier content adjustment to test effectiveness.

Such methods are increasing. Advertising spending on digital creator partnerships is growing fourfold quicker than total media spending. Across the United States, it has increased by over 100% since 2021 and is projected to reach multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, executives said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

The executive noted: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”