‘Social Listening’: Unilever Aims to Harness Vaseline’s Viral TikTok Trend.

First identified more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline may not seem like an clear candidate for social media algorithms.

Yet the brand’s emergence as a viral TikTok topic has positioned it at the vanguard of an advertising revolution, seeing big businesses spending big on content creators and putting fewer resources into advertising goods in conventional outlets.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a residue from oil extraction. Currently, a wave of content from users have chronicled its broad application in “everyday tips”.

Promoted as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure 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, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the sensation of spicy food on lips were given the thumbs up. So too were ideas it could extend fragrance and revive leather bags. Proposals that it might whiten teeth or make eyelashes longer were refuted.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has led decision-makers to ramp up funding for content creators.

This observation of social channels to inform business strategy has been termed “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

A leading Unilever executive, who is heading the digital initiative, said the company was merely adjusting to novel methods of engaging audiences. She said engaging on social media “without dampening the fun” 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.

“We are witnessing a departure from a mass communication approach, where we would just send out ads … Now it’s many conversations, diverse communities. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“Ensuring your product is discussed by users, recommended by peers, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects profound shifts taking place in media consumption, with the youth demographic allocating more attention to digital networks than traditional TV, print, or radio.

This change is evidenced by declines in traditional media advertising. Across Britain, advertising income for major broadcasters have declined by over six hundred million pounds in real terms since 2019.

Influencer Marketing Expansion

It also reflects a merging of functions as corporations essentially turn into content studios, linking up with a multitude of digital creators to promote their goods.

An industry expert from a leading 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 consuming linear broadcasts or printed matter.

“A lot of brands are telling us people trust recommendations from the individuals they follow compared to commercial messages. This is a persistent pattern.”

He said brands could also save money 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 digital creator partnerships is growing fourfold quicker than the broader media sector. Stateside, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Despite the huge changes, executives said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

Sykes said: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”