‘Digital Eavesdropping’: 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 clear candidate for online content feeds.

However, its rise as a viral TikTok topic has positioned it at the vanguard of an advertising revolution, in which large companies are allocating substantial funds to content creators and devoting less capital to advertising goods in legacy broadcasters.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a residue from oil extraction. Now, a flood of amateur-created clips have documented the product’s widespread use in “practical tricks”.

Hailed as a solution for polishing footwear or making fragrance last longer, as well as a fix for squeaky doors. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the burn from hot food on the lips were validated. This was also the case for ideas it could prolong perfume and revive leather bags. Proposals that it might bleach teeth or extend lashes were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to dramatically increase investment in content creators.

This tracking of digital spaces to guide corporate planning has been termed “social listening”. The company's chief executive, newly named, has suggested it is aiming to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

A leading Unilever executive, who is heading the digital initiative, said the company was simply adapting to new ways of reaching consumers. She said interacting online “without dampening the fun” was paramount.

“How can companies join discussions credibly? This remains our core objective as brands, dating to when neighbors chatted over fences and talking about what they used.

“The trend is shifting from a mass communication approach, where we would just broadcast out … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these communities feel niche, but they’re not.

“Having your brand advocated by consumers, mentioned by individuals, that is how you can build trust and relevance. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

This plan mirrors seismic changes occurring in how media is consumed, with the youth demographic devoting greater hours to digital networks than legacy broadcast and print media.

The transition is visible in falling revenues for traditional media advertising. Across Britain, advertising income for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

It also reflects a merging of functions as large companies almost become production houses themselves, partnering 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 out of certain traditional media outlets and they are dedicating far more hours to Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the individuals they follow more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also permits simpler message refinement to gauge performance.

The approach is growing. Advertising spending on influencer marketing is growing fourfold quicker than the broader media sector. Across the United States, it has increased by over 100% since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Even with this transformation, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to drive countrywide discourse.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”