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

First identified more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an obvious target for social media algorithms.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an promotional upheaval, seeing big businesses spending big on content creators and putting fewer resources into marketing items in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have recorded its extensive utilization in “everyday tips”.

Promoted as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for creaky hinges. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, marketers at Unilever amplified the hacks by asking their own scientists to test them and letting the content creators in on the results.

Claims that Vaseline reduced the burn from hot food on the lips were confirmed. Similarly supported were ideas it could extend fragrance and restore leather handbags. Suggestions it could bleach teeth or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. Fernando Fernández, recently appointed, has indicated the goal 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 merely adjusting to novel methods of engaging audiences. She said engaging on social media “without killing the party” was paramount.

“How do brands authentically become part of the conversation? This remains our core objective as brands, since the era of community gossip and discussing household products.

“The trend is shifting from a mass communication approach, where we would just transmit messages … Now it’s many conversations, diverse communities. The evolution of platform algorithms means that these groups seem specialized, but they’re not.

“Ensuring your product is discussed by users, talked about by other people, that fosters reliability and pertinence. Creators are critical to that. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

This plan mirrors seismic changes taking place in media consumption, with the youth demographic allocating more attention to social media platforms than legacy broadcast and print media.

This change is evidenced by declines in traditional media advertising. In the UK, advertising income for major broadcasters 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 media convergence as corporations essentially turn into content studios, linking up with numerous influencers to boost their products.

An industry expert from a leading agency said: “Naturally, an exodus of attention away from some legacy media and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us audiences believe endorsements from the individuals they follow more than they trust ads. This is a persistent pattern.”

He added firms may also cut expenditures by targeting content creators over big traditional media campaigns, which also permits simpler message refinement to gauge performance.

This strategy is expanding. Marketing investment on digital creator partnerships is growing fourfold quicker than total media spending. Across the United States, it has more than doubled since 2021 and is projected to reach substantial figures in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to drive countrywide discourse.

She added: “Among the most effective advertising investments is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”