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

First identified over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an natural focus for online content feeds.

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an promotional upheaval, seeing big businesses allocating substantial funds to content creators and devoting less capital to promoting products in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Currently, a wave of user-generated videos have chronicled its broad application in “life hacks”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for creaky hinges. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Harnessing the Hype

Detecting the product’s new life online, strategists within the corporation amplified the hacks by tasking their in-house experts with verification and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might bleach teeth or lengthen eyelashes were refuted.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. However, this online trend has persuaded leaders to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of reaching consumers. She said engaging on social media “without killing the party” was paramount.

“How can companies join discussions credibly? This remains our core objective as brands, back to when people were hanging out their laundry and discussing household products.

“We are witnessing a departure from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, many communities. The shift of the algorithms means that these communities feel niche, yet they are vast.

“Ensuring your product is discussed by users, recommended by peers, that is how you can build trust and relevance. Influencers are vital for this. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The strategy reflects dramatic transformations occurring in how media is consumed, with younger consumers allocating more attention to social media platforms than legacy broadcast and print media.

This change is evidenced by declines in broadcast and newspaper ads. In the UK, ad revenues for leading TV channels have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a blurring of media roles as brands effectively act as media producers, partnering with numerous influencers to promote their goods.

An industry expert from a leading agency said: “Naturally, an exodus of attention 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 audiences believe endorsements from the individuals they follow more than they trust ads. That’s a consistent trend.”

He said brands could also save money by targeting content creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to see what works.

The approach is growing. Marketing investment on digital creator partnerships is increasing four times faster than the broader media sector. Across the United States, it has increased by over 100% since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, experts said they believed television commercials still played a key part to play, as networks still held the capability to drive countrywide discourse.

She added: “Among the most effective advertising investments is still major broadcast spectacles. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”