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

As a product discovered more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an obvious target for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an marketing transformation, seeing big businesses spending big on content creators and putting fewer resources into 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 applying to their skin with a byproduct of the drilling process. Today, a spree of user-generated videos have documented the product’s widespread use in “life hacks”.

Promoted as a solution for polishing footwear or extending perfume longevity, and also a remedy for creaky hinges. It has even been deployed to stop the scourge of chip seasoning clinging to fingers.

Leveraging the Buzz

Detecting the product’s new life online, strategists within the corporation enhanced the tricks by tasking their in-house experts with verification and letting the content creators in on the results.

Assertions that it diminished the sensation of spicy food on lips were given the thumbs up. This was also the case for ideas it could extend fragrance and restore leather handbags. Proposals that it might whiten teeth or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This tracking of digital spaces to shape commercial tactics has been dubbed “social listening”. The company's chief executive, recently appointed, has indicated the goal is to spend a full fifty percent of its huge ad budget on platform-based material.

Shifting to Modern Engagement

A leading Unilever executive, who is heading the digital initiative, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without killing the party” was essential.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, since the era of community gossip and talking about what they used.

“We are witnessing a departure from a one-to-many model, where we would just send out ads … Currently, it's countless discussions, various groups. Changes in digital feeds means that these groups seem specialized, yet they are vast.

“Having your brand advocated by users, talked about by other people, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations happening in audience habits, with the youth demographic allocating more attention to digital networks than television, magazines or radio.

The shift is reflected in falling revenues for TV and print advertising. Across Britain, commercial funding for major broadcasters have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a media convergence as corporations essentially turn into content studios, collaborating with hundreds of content creators to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform 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 focusing on influencers over big traditional media campaigns, which also permits simpler message refinement to test effectiveness.

Such methods are increasing. Advertising spending on influencer marketing is growing fourfold quicker than the broader media sector. In the US, it has increased by over 100% since 2021 and is forecast to attain multi-billion dollar sums in 2025.

Traditional Media's Continued Place

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 drive countrywide discourse.

She added: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”