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

Originally found over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline might not appear as an natural focus for social media algorithms.

However, its rise as a viral TikTok topic has thrust it into the lead of an advertising revolution, in which large companies are spending big on content creators and reducing expenditure on promoting products in conventional outlets.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Today, a spree of user-generated videos have recorded its extensive utilization in “everyday tips”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, as well as a fix for creaky hinges. It has even been deployed to combat the nuisance of snack dust adhering to hands.

Capitalising on the Conversation

Spotting its digital renaissance, strategists within the corporation boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Assertions that it diminished the sensation of spicy food on lips were confirmed. So too were ideas it could lengthen scent duration and restore leather handbags. Claims that it would brighten smiles or lengthen eyelashes were disproven.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has helped convince executives to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. Fernando Fernández, newly named, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was merely adjusting to novel methods of connecting with customers. She said participating on platforms “without dampening the fun” was essential.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and sharing usage tips.

“The trend is shifting from a mass communication approach, where we would just broadcast out … Now it’s many conversations, diverse communities. The evolution of platform algorithms means that these audiences appear specific, but they’re not.

“Ensuring your product is discussed by consumers, talked about by other people, that fosters reliability and pertinence. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects profound shifts occurring in how media is consumed, with younger consumers devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in falling revenues for traditional media advertising. Within the United Kingdom, ad revenues for primary networks have dropped substantially in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a merging of functions as corporations essentially turn into content studios, partnering with a multitude of digital creators to enhance their items.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers from conventional channels and they are dedicating far more hours to Instagram, TikTok and YouTube 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 over traditional advertisements. It's an ongoing shift.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to gauge performance.

The approach is growing. Marketing investment on digital creator partnerships is growing fourfold quicker than the media industry overall. In the US, it has more than doubled since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Regardless of the massive shift, experts said they believed television commercials still played a key part to play, as networks still held the capability to shape the national conversation.

Sykes said: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”