‘Social Listening’: Unilever Aims to Harness Vaseline’s Viral TikTok Trend.

First identified more than 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline could hardly be considered an natural focus for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has positioned it at the vanguard of an marketing transformation, in which large companies are investing heavily in content creators and reducing expenditure on promoting products in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Currently, a wave of content from users have chronicled its broad application in “everyday tips”.

Promoted as a remedy for cleaning shoes or extending perfume longevity, along with a cure for creaky hinges. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational boosted the tips by tasking their in-house experts with verification and letting the content creators in on the results.

Suggestions that it lessened the burn from hot food on the lips were confirmed. This was also the case for ideas it could prolong perfume and rejuvenate purses. Proposals that it might bleach teeth or lengthen eyelashes were debunked.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This tracking of digital spaces to guide corporate planning has been labeled “social listening”. The company's chief executive, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was simply adapting to new ways of connecting with customers. She said engaging on social media “without killing the party” was paramount.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a mass communication approach, where we would just transmit messages … Now it’s many conversations, many communities. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“Ensuring your product is discussed by users, mentioned by individuals, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

This plan mirrors dramatic transformations occurring in how media is consumed, with the youth demographic allocating more attention to social media platforms than legacy broadcast and print media.

This change is evidenced by declines in TV and print advertising. Across Britain, ad revenues for leading TV channels 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 merging of functions as large companies almost become production houses themselves, partnering with a multitude of digital creators to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the personalities they subscribe to over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over large-scale legacy ad buys, which also permits simpler message refinement to see what works.

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

TV's Lasting Role

Regardless of the massive shift, executives said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to shape the national conversation.

Sykes said: “A top-tier ROI marketing event 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 think there’s 100% a place for them.”