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

As a product discovered over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline might not appear as an natural focus for social media algorithms.

Yet the brand’s emergence as a viral TikTok topic has positioned it at the vanguard of an promotional upheaval, where major corporations are investing heavily in content creators and reducing expenditure on promoting products in traditional media.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by scientist Robert Cheeseborough, who saw laborers rubbing their skin with a derivative of drilling. Currently, a wave of amateur-created clips have recorded its extensive utilization in “life hacks”.

Promoted as a fix for dirty sneakers or extending perfume longevity, along with a cure for squeaky doors. Users have even applied it to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

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.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Suggestions it could brighten smiles or extend lashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was just evolving with contemporary approaches of reaching consumers. She said engaging on social media “without killing the party” was paramount.

“How can companies join discussions credibly? This remains our core objective as brands, since the era of community gossip and talking about what they used.

“The trend is shifting from a mass communication approach, 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, yet they are vast.

“Ensuring your product is discussed by consumers, talked about by other people, that is how you can build trust and relevance. Creators are critical to that. We are expanding this endorsement system.”

A Seismic Media Shift

This plan mirrors seismic changes taking place in media consumption, with younger consumers spending more time on digital networks than television, magazines or radio.

This change is evidenced by declines in traditional media advertising. Within the United Kingdom, commercial funding for major broadcasters have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

This further signifies a blurring of media roles as brands effectively act as media producers, partnering with hundreds of content creators to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers from conventional channels and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us audiences believe endorsements from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

Such methods are increasing. Promotional expenditure on influencer marketing is increasing four times faster than the broader media sector. In the US, it has increased by over 100% since 2021 and is forecast to attain substantial figures in 2025.

Traditional Media's Continued Place

Even with this transformation, industry figures said they believed broadcast ads retained significant importance to play, as networks still held the capability to frame public debate.

She added: “Among the most effective advertising investments is still major broadcast spectacles. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”