‘Digital Eavesdropping’: The Consumer Goods Giant Looks to Exploit Vaseline’s Social Media Breakthrough.

As a product discovered more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline could hardly be considered an clear candidate for social media algorithms.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an advertising revolution, in which large companies are investing heavily in content creators and reducing expenditure on promoting products in conventional outlets.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by scientist Robert Cheeseborough, who saw laborers applying to their skin with a derivative of drilling. Today, a spree of amateur-created clips have documented the product’s widespread use in “life hacks”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, along with a cure for creaky hinges. Its use has even extended to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

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

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and revive leather bags. Proposals that it might whiten teeth or extend lashes were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. However, this online trend has persuaded leaders to turbocharge spending on content creators.

This tracking of digital spaces to guide corporate planning has been labeled “social listening”. Unilever's CEO, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

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 dampening the fun” was essential.

“How do brands authentically become part of the conversation? 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 … Today, it's numerous dialogues, diverse communities. Changes in digital feeds means that these groups seem specialized, 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 Seismic Media Shift

The strategy reflects dramatic transformations happening in audience habits, with younger consumers spending more time on social media platforms than legacy broadcast and print media.

The shift is reflected in drops in traditional media advertising. In the UK, ad revenues 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 corporations essentially turn into content studios, linking up with hundreds of content creators to promote their goods.

An industry expert from a leading agency said: “Naturally, an exodus of attention out of certain traditional media outlets and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. This is a persistent pattern.”

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

This strategy is expanding. Advertising spending on digital creator partnerships is increasing four times faster than the media industry overall. Stateside, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, 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.

Sykes said: “A top-tier ROI marketing event is still the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”