‘Digital Eavesdropping’: Unilever Looks to Exploit Vaseline’s Viral TikTok Trend.

As a product discovered over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an clear candidate for social media algorithms.

However, its rise as a viral TikTok topic has thrust it into the lead of an advertising revolution, where major corporations are spending big on content creators and reducing expenditure on advertising goods in traditional media.

The Path from Petroleum to Platforms

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have documented the product’s widespread use in “practical tricks”.

Promoted as a solution for polishing footwear or extending perfume longevity, and also a remedy for noisy doorways. Users have even applied it to combat the nuisance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation enhanced the tricks by tasking their in-house experts with verification and letting the content creators in on the results.

Claims that Vaseline reduced the sting of chili on the mouth were validated. This was also the case for ideas it could lengthen scent duration and rejuvenate purses. Claims that it would whiten teeth or make eyelashes longer were disproven.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have been the cornerstone of its marketing push. However, this online trend has persuaded leaders to ramp up funding for content creators.

This tracking of digital spaces to guide corporate planning has been labeled “social listening”. The company's chief executive, recently appointed, has indicated the goal is to spend a full fifty percent of its huge ad budget on social media content.

Adapting to New Consumer Habits

A leading Unilever executive, who is leading the online push, said the company was simply adapting to new ways of reaching consumers. She said participating on platforms “without spoiling the atmosphere” was essential.

“What is the key to genuine brand integration? This remains our core objective as brands, back to when people were hanging out their laundry and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just broadcast out … Currently, it's countless discussions, many communities. The shift of the algorithms means that these communities feel niche, however, they are large.

“If you can make sure your brand is shared by other people, mentioned by individuals, that fosters reliability and pertinence. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The approach indicates seismic changes taking place in media consumption, with Gen Z and millennial audiences allocating more attention to social media platforms than traditional TV, print, or radio.

The shift is reflected in drops in TV and print advertising. Within the United Kingdom, advertising income for leading TV channels have dropped substantially in real terms since 2019.

The Creator Economy Boom

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 digital video and image apps than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us people trust recommendations from the individuals they follow compared to commercial messages. It's an ongoing shift.”

He noted companies can reduce costs by investing in creators over large-scale legacy ad buys, which also enables easier content adjustment to gauge performance.

This strategy is expanding. Advertising spending on the creator economy is increasing four times faster than total media spending. Stateside, it has increased by over 100% since 2021 and is forecast to attain tens of billions in 2025.

The Enduring Power of Broadcast

Even with this transformation, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to frame public debate.

Sykes said: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”