‘Social Listening’: Unilever Aims to Harness Vaseline’s Viral TikTok Trend.

First identified more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline might not appear as an clear candidate for online content feeds.

However, its rise as a popular subject on TikTok has thrust it into the lead of an advertising revolution, where major corporations are allocating substantial funds to content creators and putting fewer resources into promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Currently, a wave of user-generated videos have documented the product’s widespread use in “practical tricks”.

Promoted as a solution for polishing footwear or making fragrance last longer, as well as a fix for noisy doorways. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Harnessing the Hype

Noticing its viral resurgence, executives at the multinational amplified the hacks by having their research teams evaluate the claims and providing creators with the outcome data.

Suggestions that it lessened the sting of chili on the mouth were validated. So too were ideas it could lengthen scent duration and revive leather bags. Suggestions it could whiten teeth or lengthen eyelashes were refuted.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has persuaded leaders to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was merely adjusting to novel methods of engaging audiences. She said participating on platforms “without dampening the fun” was paramount.

“How can companies join discussions credibly? This has perpetually been our aim as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just broadcast out … Now it’s many conversations, many communities. The shift of the algorithms means that these communities feel niche, but they’re not.

“If you can make sure your brand is shared by other people, mentioned by individuals, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Seismic Media Shift

This plan mirrors seismic changes occurring in how media is consumed, with Gen Z and millennial audiences spending more time on digital networks than legacy broadcast and print media.

The shift is reflected in drops in traditional media advertising. Within the United Kingdom, advertising income for leading TV channels have fallen by more than £600m in actual value since the end of the last decade.

Influencer Marketing Expansion

This further signifies a blurring of media roles as large companies almost become production houses themselves, partnering with numerous influencers to enhance their items.

Leon Harlow said: “Naturally, an exodus of attention out of certain traditional media outlets and they’re spending a lot more time on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us people trust recommendations from the creators they engage with over traditional advertisements. This is a persistent pattern.”

He said brands could also save money by targeting content 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 the creator economy is growing fourfold quicker than the broader media sector. Stateside, it has more than doubled since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to shape the national conversation.

The executive noted: “A top-tier ROI marketing event is still the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”