‘Social Listening’: Unilever Looks to Exploit Vaseline’s Viral TikTok Trend.

Originally found over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline could hardly be considered an obvious target for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an marketing transformation, where major corporations are spending big on content creators and reducing expenditure on promoting products in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a byproduct of the drilling process. Currently, a wave of content from users have chronicled its broad application in “life hacks”.

It has been touted as a fix for dirty sneakers or prolonging the scent of perfume, as well as a fix for creaky hinges. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, strategists within the corporation enhanced the tricks by asking their own scientists to test them and providing creators with the outcome data.

Suggestions that it lessened the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and revive leather bags. Proposals that it might brighten smiles or lengthen eyelashes were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. However, this online trend has persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to guide corporate planning has been labeled “social listening”. The company's chief executive, newly named, has suggested it is aiming to spend a full fifty percent of its huge ad budget on social media content.

Shifting to Modern Engagement

A leading Unilever executive, 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 paramount.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and talking about what they used.

“The trend is shifting from a broadcast model, where we would just send out ads … Currently, it's countless discussions, various groups. The shift of the algorithms means that these communities feel niche, yet they are vast.

“Having your brand advocated by users, mentioned by individuals, that fosters reliability and pertinence. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations happening in audience habits, with younger consumers devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by declines in TV and print advertising. Within the United Kingdom, advertising income for major broadcasters have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a media convergence as brands effectively act as media producers, linking up with numerous influencers 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 viewing scheduled television or reading physical magazines.

“Numerous corporations inform us audiences believe endorsements from the personalities they subscribe to more than they trust ads. It's an ongoing shift.”

He noted companies can reduce costs by focusing on influencers over large-scale legacy ad buys, which also permits simpler message refinement to see what works.

Such methods are increasing. Promotional expenditure on digital creator partnerships is growing fourfold quicker than total media spending. In the US, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Even with this transformation, experts said they believed broadcast ads retained significant importance to play, as networks still held the capability to drive countrywide discourse.

She added: “One of the highest return-on-investment media opportunities is still the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”