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

First identified over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline could hardly be considered an obvious target for digital platform algorithms.

However, its rise as a viral TikTok topic has placed it at the forefront of an marketing transformation, where major corporations are allocating substantial funds to content creators and putting fewer resources into advertising goods in conventional outlets.

A Journey from Drilling to Digital

Originally produced in the 1870s by chemist Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Currently, a wave of content from users have chronicled its broad application in “practical tricks”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for squeaky doors. Users have even applied it to combat the nuisance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational boosted the tips by tasking their in-house experts with verification and letting the content creators in on the results.

Claims that Vaseline reduced the sting of chili on the mouth were validated. Similarly supported were ideas it could extend fragrance and restore leather handbags. Claims that it would brighten smiles or extend lashes were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has helped convince executives to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

The company's social media lead, 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 dampening the fun” was essential.

“What is the key to genuine brand integration? This remains our core objective as brands, back to when people were hanging out their laundry and sharing usage tips.

“There’s this moving away from a one-to-many model, where we would just transmit messages … Currently, it's countless discussions, diverse communities. The shift of the algorithms means that these audiences appear specific, however, they are large.

“Having your brand advocated by consumers, talked about by other people, 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

This plan mirrors profound shifts happening in audience habits, with the youth demographic devoting greater hours to digital networks than television, magazines or radio.

The shift is reflected in falling revenues for TV and print advertising. Within the United Kingdom, ad revenues for leading TV channels have dropped substantially in actual value since the end of the last decade.

The Rise of the Creator Economy

This further signifies a blurring of media roles as corporations essentially turn into content studios, linking up with hundreds of content creators 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 digital video and image apps than they are watching live TV or reading print.

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

He said brands could also save money by focusing on influencers over big traditional media campaigns, which also enables easier content adjustment to gauge performance.

The approach is growing. Advertising spending on digital creator partnerships is increasing four times faster than the broader media sector. Across the United States, it has over doubled since 2021 and is projected to reach tens of billions in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

The executive noted: “A top-tier ROI marketing event is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”