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

Originally found over 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline might not appear as an obvious target for online content feeds.

Nonetheless, its ascent as a popular subject on TikTok has thrust it into the lead of an promotional upheaval, where major corporations are allocating substantial funds to content creators and putting fewer resources into promoting products in traditional media.

A Journey from Drilling to Digital

First created commercially in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have documented the product’s widespread use in “everyday tips”.

Promoted as a remedy for cleaning shoes or making fragrance last longer, and also a remedy for squeaky doors. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, strategists within the corporation amplified the hacks by tasking their in-house experts with verification and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were confirmed. This was also the case for ideas it could extend fragrance and revive leather bags. Proposals that it might bleach teeth or make eyelashes longer were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has led decision-makers to dramatically increase investment in content creators.

This monitoring of online platforms to shape commercial tactics has been labeled “social listening”. Fernando Fernández, freshly instated, has indicated the goal is to spend a full fifty percent of its huge ad budget on platform-based material.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without dampening the fun” was paramount.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and discussing household products.

“We are witnessing a departure from a broadcast model, where we would just broadcast out … Today, it's numerous dialogues, many communities. Changes in digital feeds means that these groups seem specialized, but they’re not.

“Having your brand advocated by other people, talked about by other people, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

The approach indicates seismic changes taking place in media consumption, with younger consumers spending more time on social media platforms than legacy broadcast and print media.

The shift is reflected in declines in TV and print advertising. Within the United Kingdom, commercial funding for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a blurring of media roles as brands effectively act as media producers, collaborating with hundreds of content creators to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences from conventional channels and they are dedicating far more hours to 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 over traditional advertisements. It's an ongoing shift.”

He added firms may also cut expenditures by focusing on influencers over large-scale legacy ad buys, which also permits simpler message refinement to test effectiveness.

Such methods are increasing. Advertising spending on influencer marketing is rising at quadruple the rate than the broader media sector. Stateside, it has over doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Even with this transformation, experts 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.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”