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

As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an clear candidate for online content feeds.

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an marketing transformation, in which large companies are investing heavily in content creators and reducing expenditure on marketing items in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers using on their skin with a byproduct of the drilling process. Currently, a wave of content from users have recorded its extensive utilization in “everyday tips”.

Hailed as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for creaky hinges. Its use has even extended to stop the scourge of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation amplified the hacks by asking their own scientists to test them and letting the content creators in on the results.

Assertions that it diminished the burn from hot food on the lips were given the thumbs up. This was also the case for ideas it could lengthen scent duration and revive leather bags. Suggestions it could brighten smiles or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to inform business strategy has been labeled “social listening”. Unilever's CEO, newly named, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

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

“How can companies join discussions credibly? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just transmit messages … Currently, it's countless discussions, many communities. Changes in digital feeds means that these communities feel niche, yet they are vast.

“Having your brand advocated by other people, talked about by other people, that fosters reliability and pertinence. Creators are critical to that. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

This plan mirrors profound shifts occurring in how media is consumed, with the youth demographic spending more time on social media platforms than traditional TV, print, or radio.

The transition is visible in falling revenues for traditional media advertising. Across Britain, commercial funding for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

The Rise of the Creator Economy

Additionally, it points to a blurring of media roles 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 out of certain traditional media outlets and they’re spending a lot more time on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

The approach is growing. Marketing investment on the creator economy is increasing four times faster than total media spending. Across the United States, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Despite the huge changes, experts 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: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”