‘Social Listening’: Unilever Looks to Exploit Vaseline’s Viral TikTok Trend.

First identified over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline may not seem like an natural focus for social media algorithms.

Nonetheless, its ascent as a popular subject on TikTok has thrust it into the lead of an marketing transformation, in which large companies are spending big on content creators and putting fewer resources into promoting products in traditional media.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a byproduct of the drilling process. Today, a spree of content from users have chronicled its broad application in “practical tricks”.

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

Capitalising on the Conversation

Spotting its digital renaissance, marketers at Unilever enhanced the tricks by tasking their in-house experts with verification and sharing the findings with influencers.

Suggestions that it lessened the burn from hot food on the lips were validated. This was also the case for ideas it could extend fragrance and revive leather bags. Proposals that it might bleach teeth or extend lashes were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. Unilever's CEO, recently appointed, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of engaging audiences. She said engaging on social media “without spoiling the atmosphere” was essential.

“How do brands authentically become part of the conversation? This remains our core objective as brands, since the era of community gossip and talking about what they used.

“The trend is shifting from a one-to-many model, where we would just send out ads … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these communities feel niche, but they’re not.

“Having your brand advocated by users, recommended by peers, that is how you can build trust and relevance. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

The strategy reflects seismic changes occurring in how media is consumed, with the youth demographic allocating more attention to social media platforms than legacy broadcast and print media.

The shift is reflected in falling revenues for TV and print advertising. In the UK, ad revenues for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a media convergence as large companies almost become production houses themselves, partnering with numerous influencers to enhance their items.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers from conventional channels and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us consumers have more faith in suggestions from the individuals they follow more than they trust ads. It's an ongoing shift.”

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

Such methods are increasing. Promotional expenditure on influencer marketing is growing fourfold quicker than the media industry overall. Stateside, it has increased by over 100% since 2021 and is forecast to attain tens of billions in 2025.

The Enduring Power of Broadcast

Despite the huge changes, executives said they believed TV advertising still had a prominent role to play, as networks still held the capability to drive countrywide discourse.

She added: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”