‘Social Listening’: Unilever Seeks to Capitalise On Vaseline’s Viral TikTok Trend.

Originally found over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an natural focus for social media algorithms.

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an advertising revolution, where major corporations are spending big on content creators and reducing expenditure on advertising goods in legacy broadcasters.

The Path from Petroleum to Platforms

Originally produced in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have recorded its extensive utilization in “practical tricks”.

Hailed as a solution for polishing footwear or extending perfume longevity, as well as a fix for noisy doorways. It has even been deployed to prevent the annoyance of snack dust adhering to hands.

Leveraging the Buzz

Detecting the product’s new life online, marketers at Unilever enhanced the tricks by tasking their in-house experts with verification and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. Similarly supported were ideas it could prolong perfume and restore leather handbags. Proposals that it might whiten teeth or extend lashes were refuted.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to guide corporate planning has been labeled “social listening”. Unilever's CEO, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of reaching consumers. She said interacting online “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? This remains our core objective as brands, dating to when neighbors chatted over fences and sharing usage tips.

“We are witnessing a departure from a mass communication approach, where we would just transmit messages … Now it’s many conversations, various groups. The shift of the algorithms means that these audiences appear specific, but they’re not.

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

A Fundamental Consumption Turn

The strategy reflects dramatic transformations occurring in how media is consumed, with Gen Z and millennial audiences devoting greater hours to social media platforms than television, magazines or radio.

The transition is visible in declines in TV and print advertising. In the UK, advertising income for primary networks have fallen by more than £600m in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a blurring of media roles as large companies almost become production houses themselves, linking up with numerous influencers to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers 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.

“Numerous corporations inform us audiences believe endorsements from the individuals they follow over traditional advertisements. This is a persistent pattern.”

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

Such methods are increasing. Promotional expenditure on the creator economy is rising at quadruple the rate than total media spending. Stateside, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

Sykes said: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”