‘Social Listening’: The Consumer Goods Giant Looks to Exploit Vaseline’s Social Media Breakthrough.

Originally found more than 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline may not seem like an natural focus for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has thrust it into the lead of an promotional upheaval, in which large companies are spending big on content creators and reducing expenditure on promoting products in conventional outlets.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Currently, a wave of content from users have documented the product’s widespread use in “practical tricks”.

Promoted as a remedy for cleaning shoes or extending perfume longevity, as well as a fix for squeaky doors. Users have even applied it to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

Detecting the product’s new life online, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the burn from hot food on the lips were validated. Similarly supported were ideas it could prolong perfume and revive leather bags. Claims that it would brighten smiles or extend lashes were disproven.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have formed the bulk of its promotional efforts. However, this online trend has helped convince executives to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend a full fifty percent of its huge ad 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 just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and discussing household products.

“We are witnessing a departure from a one-to-many model, where we would just broadcast out … Now it’s many conversations, various groups. The evolution of platform algorithms means that these audiences appear specific, but they’re not.

“Having your brand advocated by users, talked about by other people, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

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

The shift is reflected in declines in TV and print advertising. In the UK, advertising income for primary networks have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

This further signifies a media convergence as large companies almost become production houses themselves, collaborating with hundreds of content creators to enhance their items.

Leon Harlow said: “Obviously there’s a flow of audiences away from some legacy media and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

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

He said brands could also save money by targeting content creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to test effectiveness.

This strategy is expanding. Advertising spending on influencer marketing is increasing four times faster than the media industry overall. In the US, it has over doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

TV's Lasting Role

Despite the huge changes, executives said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

She added: “A top-tier ROI marketing event is still events like the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”