‘Social Listening’: The Consumer Goods Giant Seeks to Capitalise On Vaseline’s Viral TikTok Trend.

First identified over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline may not seem like an natural focus for online content feeds.

However, its rise as a TikTok talking point has thrust it into the lead of an promotional upheaval, where major corporations are investing heavily in content creators and devoting less capital to marketing items in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a byproduct of the drilling process. Now, a flood of content from users have documented the product’s widespread use in “practical tricks”.

Hailed as a solution for polishing footwear or making fragrance last longer, and also a remedy for squeaky doors. Its use has even extended to stop the scourge of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, marketers at Unilever boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Assertions that it diminished the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and revive leather bags. Proposals that it might bleach teeth or extend lashes were disproven.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. Fernando Fernández, newly named, has indicated the goal is to spend 50% of its massive marketing spend on social media content.

Evolving With Audience Behavior

Selina Sykes, who is heading the digital initiative, said the company was merely adjusting to novel methods of engaging audiences. She said interacting online “without dampening the fun” was crucial.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and talking about what they used.

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

“Having your brand advocated by users, recommended by peers, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors profound shifts taking place in media consumption, with the youth demographic spending more time on apps like TikTok and Instagram than legacy broadcast and print media.

The shift is reflected in drops in TV and print advertising. Across Britain, advertising income for leading TV channels have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a blurring of media roles as corporations essentially turn into content studios, collaborating with a multitude of digital creators to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels and their time is increasingly on digital video and image apps than they are consuming linear broadcasts or printed matter.

“Many companies report to us people trust recommendations from the personalities they subscribe to more than they trust ads. This is a persistent pattern.”

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also permits simpler message refinement to see what works.

The approach is growing. Promotional expenditure on influencer marketing is growing fourfold quicker than the broader media sector. Stateside, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

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

The executive noted: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”