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

Originally found more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline could hardly be considered an obvious target for online content feeds.

Yet the brand’s emergence as a TikTok talking point has positioned it at the vanguard of an promotional upheaval, seeing big businesses investing heavily in content creators and reducing expenditure on advertising goods in conventional outlets.

The Path from Petroleum to Platforms

Originally produced in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Currently, a wave of user-generated videos have chronicled its broad application in “everyday tips”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, as well as a fix for noisy doorways. Users have even applied it to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational amplified the hacks by tasking their in-house experts with verification and providing creators with the outcome data.

Assertions that it diminished the sting of chili on the mouth were given the thumbs up. This was also the case for ideas it could prolong perfume and revive leather bags. Claims that it would brighten smiles or lengthen eyelashes were refuted.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. The company's chief executive, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was merely adjusting to novel methods of engaging audiences. She said participating on platforms “without killing the party” was essential.

“How do brands authentically become part of the conversation? This remains our core objective as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a mass communication approach, where we would just broadcast out … Today, it's numerous dialogues, many communities. Changes in digital feeds means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by other people, mentioned by individuals, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

The approach indicates profound shifts happening in audience habits, with younger consumers allocating more attention to social media platforms than legacy broadcast and print media.

This change is evidenced by declines in traditional media advertising. Within the United Kingdom, commercial funding for primary networks have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a merging of functions as brands effectively act as media producers, linking up with numerous influencers to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us people trust recommendations from the individuals they follow more than they trust ads. That’s a consistent trend.”

He said brands could also save money by investing in creators over big traditional media campaigns, which also permits simpler message refinement to gauge performance.

This strategy is expanding. Marketing investment on influencer marketing is growing fourfold quicker than the media industry overall. Stateside, it has more than doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to frame public debate.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”