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

Originally found more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an clear candidate for digital platform algorithms.

However, its rise 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 putting fewer resources into marketing items in conventional outlets.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by chemist Robert Cheeseborough, who saw laborers applying to their skin with a residue from oil extraction. Now, a flood of amateur-created clips have recorded its extensive utilization in “life hacks”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for creaky hinges. It has even been deployed to prevent the annoyance of snack dust adhering to hands.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were confirmed. This was also the case for ideas it could lengthen scent duration and restore leather handbags. Claims that it would brighten smiles or lengthen eyelashes were debunked.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. However, this online trend has led decision-makers to turbocharge spending on content creators.

This tracking of digital spaces to shape commercial tactics has been termed “social listening”. The company's chief executive, freshly instated, has indicated the goal is to spend a full fifty percent of its huge ad budget on social media content.

Evolving With Audience Behavior

A leading Unilever executive, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of reaching consumers. She said participating on platforms “without killing the party” was crucial.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, since the era of community gossip and talking about what they used.

“There’s this moving away from a broadcast model, where we would just send out ads … Now it’s many conversations, many communities. The evolution of platform algorithms means that these groups seem specialized, yet they are vast.

“Having your brand advocated by other people, talked about by other people, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects profound shifts occurring in how media is consumed, with Gen Z and millennial audiences devoting greater hours to digital networks than traditional TV, print, or radio.

The transition is visible in drops in traditional media advertising. In the UK, ad revenues for primary networks have fallen by more than £600m in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a media convergence as brands effectively act as media producers, linking up with numerous influencers to enhance their items.

An industry expert from a leading agency said: “Naturally, an exodus of attention from conventional channels and they are dedicating far more hours to Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us consumers have more faith in suggestions from the creators they engage with more than they trust ads. That’s a consistent trend.”

He added firms may also cut expenditures by investing in creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to test effectiveness.

The approach is growing. Promotional expenditure on influencer marketing is increasing four times faster than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is forecast to attain multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Even with this transformation, executives said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to drive countrywide discourse.

The executive noted: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”