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

First identified over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an obvious target for digital platform algorithms.

Nonetheless, its ascent as a viral TikTok topic has positioned it at the vanguard of an marketing transformation, in which large companies are allocating substantial funds to content creators and reducing expenditure on advertising goods in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a derivative of drilling. Today, a spree of user-generated videos have documented the product’s widespread use in “everyday tips”.

Promoted as a fix for dirty sneakers or making fragrance last longer, along with a cure for noisy doorways. It has even been deployed to combat the nuisance of chip seasoning clinging to fingers.

Capitalising on the Conversation

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

Suggestions that it lessened the burn from hot food on the lips were given the thumbs up. This was also the case for ideas it could extend fragrance and revive leather bags. Proposals that it might brighten smiles or lengthen eyelashes 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 turbocharge spending on content creators.

This observation of social channels to guide corporate planning has been dubbed “social listening”. Unilever's CEO, freshly instated, has indicated the goal is 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 heading the digital initiative, said the company was just evolving with contemporary approaches of connecting with customers. She said interacting online “without killing the party” was crucial.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, since the era of community gossip 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, diverse communities. The evolution of platform algorithms means that these communities feel niche, but they’re not.

“Ensuring your product is discussed by users, recommended by peers, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects seismic changes happening in audience habits, with younger consumers spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by declines in TV and print advertising. In the UK, ad revenues for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a blurring of media roles as brands effectively act as media producers, collaborating with hundreds of content creators to promote their goods.

Leon Harlow said: “Naturally, an exodus of attention from conventional channels and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us consumers have more faith in suggestions from the personalities they subscribe to more than they trust ads. It's an ongoing shift.”

He noted companies can reduce costs by investing in creators over big traditional media campaigns, which also permits simpler message refinement to gauge performance.

The approach is growing. Advertising spending on influencer marketing is increasing four times faster than the broader media sector. Stateside, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, executives said they believed TV advertising still had a prominent role to play, as networks still held the capability to drive countrywide discourse.

Sykes said: “One of the highest return-on-investment media opportunities is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”