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

First identified more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an obvious target for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has thrust it into the lead of an promotional upheaval, seeing big businesses spending big on content creators and devoting less capital to promoting products in conventional outlets.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a residue from oil extraction. Now, a flood of content from users have recorded its extensive utilization in “life hacks”.

It has been touted as a fix for dirty sneakers or extending perfume longevity, and also a remedy for squeaky doors. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Spotting its digital renaissance, strategists within the corporation enhanced the tricks by tasking their in-house experts with verification and providing creators with the outcome data.

Suggestions that it lessened the sensation of spicy food on lips were given the thumbs up. This was also the case for ideas it could prolong perfume and restore leather handbags. Proposals that it might brighten smiles or make eyelashes longer were refuted.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has helped convince executives to ramp up funding for content creators.

This monitoring of online platforms to inform business strategy has been labeled “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

The company's social media lead, who is leading the online push, said the company was merely adjusting to novel methods of connecting with customers. She said engaging on social media “without killing the party” was essential.

“How do brands authentically become part of the conversation? 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.

“There’s this moving away from a broadcast model, where we would just transmit messages … Now it’s many conversations, many communities. The shift of the algorithms means that these groups seem specialized, however, they are large.

“Ensuring your product is discussed by consumers, talked about by other people, that is how you can build trust and relevance. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The strategy reflects profound shifts occurring in how media is consumed, with Gen Z and millennial audiences allocating more attention to social media platforms than television, magazines or radio.

This change is evidenced by drops in traditional media advertising. In the UK, ad revenues for major broadcasters have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a blurring of media roles as brands effectively act as media producers, collaborating with hundreds of content creators to promote their goods.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they’re spending a lot more time on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us people trust recommendations 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 see what works.

Such methods are increasing. Marketing investment on the creator economy is growing fourfold quicker than total media spending. Stateside, it has more than doubled since 2021 and is expected to hit tens of billions 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 TV channels continued to possess the influence to frame public debate.

Sykes said: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”