‘Social Listening’: The Consumer Goods Giant Aims to Harness Vaseline’s Viral TikTok Trend.

Originally found over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline might not appear as an natural focus for digital platform algorithms.

Yet the brand’s emergence as a popular subject on TikTok has positioned it at the vanguard of an promotional upheaval, seeing big businesses investing heavily in content creators and putting fewer resources into promoting products in conventional outlets.

The Path from Petroleum to Platforms

Originally produced in the 1870s by scientist Robert Cheeseborough, who saw laborers using on their skin with a residue from oil extraction. Today, a spree of amateur-created clips have documented the product’s widespread use in “everyday tips”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for squeaky doors. It has even been deployed to combat the nuisance of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, marketers at Unilever enhanced the tricks 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 given the thumbs up. This was also the case for ideas it could lengthen scent duration and restore leather handbags. Claims that it would bleach teeth or extend lashes were debunked.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has helped convince executives to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without killing the party” was crucial.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do 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 send out ads … Today, it's numerous dialogues, various groups. The shift of the algorithms means that these groups seem specialized, but they’re not.

“Ensuring your product is discussed by users, recommended by peers, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The strategy reflects seismic changes happening in audience habits, with Gen Z and millennial audiences devoting greater hours to social media platforms than television, magazines or radio.

This change is evidenced by falling revenues for TV and print advertising. Within the United Kingdom, commercial funding for primary networks have declined by over six hundred million pounds in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a blurring of media roles as corporations essentially turn into content studios, partnering with a multitude of digital creators to promote their goods.

A commercial director at a major talent agency said: “Naturally, an exodus of attention away from some legacy media and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us people trust recommendations from the creators they engage with compared to commercial messages. That’s a consistent trend.”

He added firms may also cut expenditures by investing in creators over expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

The approach is growing. Advertising spending on digital creator partnerships is increasing four times faster than total media spending. Stateside, it has over doubled since 2021 and is projected to reach substantial figures in 2025.

TV's Lasting Role

Even with this transformation, experts 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: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”