‘Social Listening’: Unilever Aims to Harness Vaseline’s Social Media Breakthrough.

First identified over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an natural focus for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has positioned it at the vanguard of an marketing transformation, where major corporations are allocating substantial funds to content creators and reducing expenditure on advertising goods in traditional media.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Today, a spree of content from users have recorded its extensive utilization in “everyday tips”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, as well as a fix for noisy doorways. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational boosted the tips by asking their own scientists to test them and providing creators with the outcome data.

Suggestions that it lessened the sting of chili on the mouth were validated. Similarly supported were ideas it could prolong perfume and restore leather handbags. Suggestions it could bleach teeth or extend lashes were disproven.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have dominated Unilever’s advertising drive. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. Unilever's CEO, freshly instated, 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 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.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, since the era of community gossip and talking about what they used.

“There’s this moving away from a broadcast model, where we would just transmit messages … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these groups seem specialized, but they’re not.

“If you can make sure your brand is shared by consumers, recommended by peers, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

This plan mirrors dramatic transformations happening in audience habits, with younger consumers devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

The transition is visible in falling revenues for TV and print advertising. Across Britain, ad revenues for major broadcasters have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

This further signifies a merging of functions as large companies almost become production houses themselves, collaborating with a multitude of digital creators to promote their goods.

Leon Harlow said: “Obviously there’s a flow of audiences out of certain traditional media outlets and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us audiences believe endorsements 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 enables easier content adjustment to see what works.

This strategy is expanding. Advertising spending on the creator economy is increasing four times faster than the media industry overall. Across the United States, it has more than doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as networks still held the capability to frame public debate.

The executive noted: “One of the highest return-on-investment media opportunities 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 … I believe there is absolutely a role for them.”