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

First identified over 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline may not seem like an obvious target for online content feeds.

Nonetheless, its ascent as a popular subject on TikTok has placed it at the forefront of an advertising revolution, where major corporations are allocating substantial funds to content creators and reducing expenditure on promoting products in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Currently, a wave of user-generated videos have recorded its extensive utilization in “everyday tips”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, and also a remedy for creaky hinges. Users have even applied it to combat the nuisance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational boosted the tips by asking their own scientists to test them and sharing the findings with influencers.

Assertions that it diminished the sting of chili on the mouth were given the thumbs up. So too were ideas it could extend fragrance and rejuvenate purses. Claims that it would bleach teeth or extend lashes were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. The company's chief executive, newly named, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is leading the online push, said the company was merely adjusting to novel methods of connecting with customers. She said interacting online “without dampening the fun” was essential.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and talking about what they used.

“We are witnessing a departure from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“Ensuring your product is discussed by consumers, talked about by other people, that fosters reliability and pertinence. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

The approach indicates profound shifts taking place in media consumption, with Gen Z and millennial audiences allocating more attention to social media platforms than legacy broadcast and print media.

This change is evidenced by falling revenues for broadcast and newspaper ads. In the UK, commercial funding for leading TV channels have fallen by more than £600m in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a blurring of media roles as large companies almost become production houses themselves, linking up with numerous influencers to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they’re spending a lot more time on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us audiences believe endorsements from the personalities they subscribe to more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over big traditional media campaigns, which also permits simpler message refinement to gauge performance.

This strategy is expanding. Advertising spending on digital creator partnerships is increasing four times faster than the broader media sector. Across the United States, it has increased by over 100% since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, 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: “One of the highest return-on-investment media opportunities is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”