‘Social Listening’: Unilever Aims to Harness Vaseline’s Social Media Breakthrough.

Originally found more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline may not seem like an clear candidate for social media algorithms.

Nonetheless, its ascent as a viral TikTok topic has thrust it into the lead of an advertising revolution, seeing big businesses spending big on content creators and reducing expenditure on marketing items in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers using on their skin with a derivative of drilling. Now, a flood of amateur-created clips have recorded its extensive utilization in “practical tricks”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, and also a remedy for noisy doorways. It has even been deployed to stop the scourge of crisp flavouring sticking to fingers.

Harnessing the Hype

Detecting the product’s new life online, marketers at Unilever enhanced the tricks by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Claims that it would brighten smiles or extend lashes were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has helped convince executives to turbocharge spending on content creators.

This tracking of digital spaces to inform business strategy has been labeled “social listening”. Fernando Fernández, newly named, has stated the intention is to spend a full fifty percent of its huge ad budget on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of reaching consumers. She said participating on platforms “without killing the party” was paramount.

“How can companies join discussions credibly? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

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

“If you can make sure your brand is shared by users, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

This plan mirrors dramatic transformations occurring in how media is consumed, with younger consumers devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by declines in TV and print advertising. In the UK, commercial funding for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

This further signifies a merging of functions as large companies almost become production houses themselves, partnering with numerous influencers to boost their products.

An industry expert from a leading agency said: “Naturally, an exodus of attention out of certain traditional media outlets and they are dedicating far more hours to digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Many companies report to us people trust recommendations from the personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

He added firms may also cut expenditures by investing in creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to see what works.

This strategy is expanding. Marketing investment on digital creator partnerships is rising at quadruple the rate than the broader media sector. In the US, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

Traditional Media's Continued Place

Even with this transformation, executives said they believed broadcast ads retained significant importance to play, as networks still held the capability to frame public debate.

The executive noted: “A top-tier ROI marketing event is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”