‘Social Listening’: The Consumer Goods Giant Aims to Harness Vaseline’s Viral TikTok Trend.

First identified more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline might not appear as an clear candidate for online content feeds.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an marketing transformation, in which large companies are allocating substantial funds to content creators and devoting less capital to promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Today, a spree of content from users have recorded its extensive utilization in “everyday tips”.

Promoted as a solution for polishing footwear or prolonging the scent of perfume, as well as a fix for creaky hinges. It has even been deployed to combat the nuisance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational amplified the hacks by tasking their in-house experts with verification and providing creators with the outcome data.

Suggestions that it lessened the sting of chili on the mouth were confirmed. So too were ideas it could lengthen scent duration and rejuvenate purses. Claims that it would brighten smiles or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has helped convince executives to dramatically increase investment in content creators.

This monitoring of online platforms to guide corporate planning has been labeled “social listening”. The company's chief executive, freshly instated, has indicated the goal is to spend half of its colossal advertising budget on social media content.

Adapting to New Consumer Habits

The company's social media lead, who is spearheading the social media effort, said the company was merely adjusting to novel methods of engaging audiences. She said interacting online “without killing the party” was paramount.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and sharing usage tips.

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

“Having your brand advocated by other people, recommended by peers, that is how you can build trust and relevance. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The strategy reflects dramatic transformations taking place in media consumption, with Gen Z and millennial audiences allocating more attention to social media platforms than traditional TV, print, or radio.

The transition is visible in declines in traditional media advertising. Across Britain, ad revenues for major broadcasters have declined by over six hundred million pounds in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a merging of functions as large companies almost become production houses themselves, linking up with a multitude of digital creators to boost their products.

Leon Harlow said: “Naturally, an exodus of attention out of certain traditional media outlets and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us consumers have more faith in suggestions from the personalities they subscribe to compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

This strategy is expanding. Promotional expenditure on influencer marketing is rising at quadruple the rate than the broader media sector. Stateside, it has over doubled since 2021 and is forecast to attain 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 frame public debate.

Sykes said: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”