‘Social Listening’: The Consumer Goods Giant Seeks to Capitalise On Vaseline’s TikTok Moment.

As a product discovered over 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline may not seem like an natural focus for digital platform algorithms.

Nonetheless, its ascent as a popular subject on TikTok has placed it at the forefront of an marketing transformation, where major corporations are spending big on content creators and devoting less capital to marketing items in legacy broadcasters.

A Journey from Drilling to Digital

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

It has been touted as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for noisy doorways. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Harnessing the Hype

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

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. So too were ideas it could extend fragrance and revive leather bags. Claims that it would bleach teeth or extend lashes were debunked.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This monitoring of online platforms to guide corporate planning has been labeled “social listening”. Unilever's CEO, freshly instated, has indicated the goal is to spend a full fifty percent of its huge ad budget on digital creator content.

Adapting to New Consumer Habits

A leading Unilever executive, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of engaging audiences. She said engaging on social media “without spoiling the atmosphere” was paramount.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, back to when people were hanging out their laundry and discussing household products.

“We are witnessing a departure from a mass communication approach, where we would just transmit messages … Today, it's numerous dialogues, various groups. The shift of the algorithms means that these communities feel niche, yet they are vast.

“If you can make sure your brand is shared by consumers, talked about by other people, 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 approach indicates seismic changes occurring in how media is consumed, with younger consumers allocating more attention to digital networks than television, magazines or radio.

The shift is reflected in declines in TV and print advertising. Within the United Kingdom, commercial funding for leading TV channels have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

It also reflects a media convergence as brands effectively act as media producers, partnering with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Naturally, an exodus of attention from conventional channels and they are dedicating far more hours to digital video and image apps than they are consuming linear broadcasts or printed matter.

“Many companies report to us consumers have more faith in suggestions from the creators they engage with over traditional advertisements. It's an ongoing shift.”

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

Such methods are increasing. Advertising spending on the creator economy is growing fourfold quicker than the broader media sector. Stateside, it has more than doubled since 2021 and is projected to reach substantial figures in 2025.

TV's Lasting Role

Regardless of the massive shift, executives said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

Sykes said: “A top-tier ROI marketing event is still the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”