‘Social Listening’: Unilever Seeks to Capitalise On Vaseline’s Social Media Breakthrough.

Originally found more than 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline may not seem like an clear candidate for social media algorithms.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an marketing transformation, in which large companies are investing heavily in content creators and putting fewer resources into advertising goods in traditional media.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a residue from oil extraction. Currently, a wave of user-generated videos have recorded its extensive utilization in “practical tricks”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, along with a cure for creaky hinges. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Detecting the product’s new life online, executives at the multinational amplified the hacks by asking their own scientists to test them and letting the content creators in on the results.

Claims that Vaseline reduced the sting of chili on the mouth were given the thumbs up. So too were ideas it could lengthen scent duration and rejuvenate purses. Claims that it would bleach teeth or extend lashes were debunked.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has persuaded leaders to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been termed “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was merely adjusting to novel methods of engaging audiences. She said participating on platforms “without killing the party” was paramount.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and discussing household products.

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

“Having your brand advocated by consumers, recommended by peers, that fosters reliability and pertinence. Influencers are vital for this. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations taking place in media consumption, with younger consumers allocating more attention to digital networks than traditional TV, print, or radio.

The transition is visible in drops in broadcast and newspaper ads. Across Britain, commercial funding for major broadcasters have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

Additionally, it points to a media convergence as large companies almost become production houses themselves, collaborating with hundreds of content creators to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they are dedicating far more hours to Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us consumers have more faith in suggestions from the creators they engage with over traditional advertisements. That’s a consistent trend.”

He added firms may also cut expenditures by focusing on influencers over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

This strategy is expanding. Advertising spending on the creator economy is rising at quadruple the rate than the broader media sector. In the US, it has over doubled since 2021 and is forecast to attain tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, industry figures said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to shape the national conversation.

She added: “Among the most effective advertising investments is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”