‘Digital Eavesdropping’: Unilever Seeks to Capitalise On Vaseline’s TikTok Moment.

First identified over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline could hardly be considered an clear candidate for digital platform algorithms.

Nonetheless, its ascent as a popular subject on TikTok has positioned it at the vanguard of an promotional upheaval, where major corporations are investing heavily in content creators and putting fewer resources into promoting products in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a residue from oil extraction. Now, a flood of amateur-created clips have chronicled its broad application in “everyday tips”.

It has been touted as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for noisy doorways. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational boosted the tips by tasking their in-house experts with verification and providing creators with the outcome data.

Assertions that it diminished the sting of chili on the mouth were validated. This was also the case for ideas it could extend fragrance and restore leather handbags. Claims that it would whiten teeth or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

Selina Sykes, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of reaching consumers. She said participating on platforms “without spoiling the atmosphere” was crucial.

“What is the key to genuine brand integration? This remains our core objective as brands, dating to when neighbors chatted over fences and sharing usage tips.

“There’s this moving away from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, diverse communities. The shift of the algorithms means that these audiences appear specific, but they’re not.

“Having your brand advocated by users, recommended by peers, that is how you can build trust and relevance. Creators are critical to that. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations taking place in media consumption, with younger consumers spending more time on digital networks than television, magazines or radio.

The transition is visible in drops in TV and print advertising. Across Britain, ad revenues for primary networks have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

This further signifies a merging of functions as corporations essentially turn into content studios, partnering with numerous influencers to enhance their items.

Leon Harlow said: “Obviously there’s a flow of audiences away from some legacy media 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 people trust recommendations from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He added firms may also cut expenditures by targeting content creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to gauge performance.

This strategy is expanding. Advertising spending on influencer marketing is growing fourfold quicker than the broader media sector. In the US, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

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

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”