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

Originally found more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an clear candidate for digital platform algorithms.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an advertising revolution, seeing big businesses spending big on content creators and putting fewer resources into promoting products in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers applying to their skin with a byproduct of the drilling process. Currently, a wave of user-generated videos have documented the product’s widespread use in “everyday tips”.

It has been touted as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for creaky hinges. Users have even applied it to stop the scourge of chip seasoning clinging to fingers.

Leveraging the Buzz

Detecting the product’s new life online, executives at the multinational boosted the tips by having their research teams evaluate the claims and providing creators with the outcome data.

Assertions that it diminished the sensation of spicy food on lips were confirmed. So too were ideas it could lengthen scent duration and revive leather bags. Claims that it would brighten smiles or lengthen eyelashes were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials 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 shape commercial tactics has been termed “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

The company's social media lead, 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 dampening the fun” was paramount.

“How do brands authentically become part of the conversation? This remains our core objective 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 transmit messages … Today, it's numerous dialogues, many communities. Changes in digital feeds means that these communities feel niche, however, they are large.

“Having your brand advocated by consumers, recommended by peers, that fosters reliability and pertinence. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

This plan mirrors seismic changes occurring in how media is consumed, with younger consumers spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

The transition is visible in falling revenues for TV and print advertising. Within the United Kingdom, commercial funding for primary networks have fallen by more than £600m in actual value since the end of the last decade.

The Creator Economy Boom

Additionally, it points to a media convergence as large companies almost become production houses themselves, partnering with hundreds of content creators to boost their products.

An industry expert from a leading agency said: “Naturally, an exodus of attention out of certain traditional media outlets and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us audiences believe endorsements from the personalities they subscribe to compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over big traditional media campaigns, which also allows them to tweak their content more easily to see what works.

The approach is growing. Marketing investment on digital creator partnerships is increasing four times faster than the broader media sector. In the US, it has increased by over 100% since 2021 and is forecast to attain tens of billions in 2025.

TV's Lasting Role

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to shape the national conversation.

The executive noted: “A top-tier ROI marketing event 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 … I think there’s 100% a place for them.”