All About Buzz Marketing: 4 Buzz Marketing Strategies

Buzz marketing is a marketing technique in which companies rely on consumers to increase brand awareness about a product or initiative through word-of-mouth strategies. Brands often tie buzz marketing to promotions or stunts, encouraging consumers to share their thoughts on the product with the people around them or through social media and hashtags. Social media influencers who share their thoughts on a product are another form of buzz marketing.

Buzz marketing is a type of word-of-mouth marketing that depends on hype, sales, and a return on investment for a new product with minimal budgeting. Companies may release graphics, GIFs, or another form of media with a controversial, topical, or unique angle to prompt engagement. Companies may hire influencers as brand ambassadors to comment or share online posts, combining buzz marketing methods with social media marketing and influencer marketing. The engagement evokes FOMO, or fear of missing out, which is critical in buzz marketing efforts. When there is engagement with a meme or buzzy media piece, others will want to participate. Social media platforms prioritize these viral campaigns, thus boosting brand awareness.

Buzz marketing and viral marketing share the goal of boosting brand awareness and conversion, but their marketing messages and methods differ. For one, viral marketing is primarily done online, typically taking the form of digital marketing campaigns. Viral marketing campaigns build over time, and companies may spend more effort and money on content and search engine optimization (SEO) strategies.

Buzz marketing may also have some planning behind it, but it appears more off-the-cuff and immediate. Something like a staged flash dance can be a form of buzz marketing because it is fleeting and meant to make a quick impression. However, a flash dance may be filmed, turning it into a form of viral marketing. This is an example of how these two tactics sometimes inform one another and work together toward a common goal of gaining new followers and getting them excited about a brand’s work.

There are several different types of buzz marketing strategies which combine both online and offline efforts. Consider the following types and examples of buzz marketing:

1. 1. Controversial buzz marketing: This type of buzz marketing involves a company weighing in on a contested issue or contributing to a zeitgeist dialogue in a way that prompts further engagement.
2. 2. Guerilla marketing: Guerilla marketing can be a type of pop-up marketing in which a company stages an event or dialogue to prompt inquiry and discussion. For example, a pop-up food truck to promote the release of a film can generate buzz.
3. 3. Funny buzz marketing: Buzz marketing can elicit jokes and laughter. Marketers might share a hilarious social media post in hopes of gaining attention.
4. 4. FOMO marketing: Companies may have secret events, like a product launch, with a select invite list of company VIPs and select bloggers or influencers who share their experience with an online audience. These events often combine an in-person element with digital marketing. The chosen influencers represent a target audience, and these invitees will share a teaser of their experience at the event with their followers. This allows a brand to more readily reach a target market who will feel like they are missing out and will want to engage with the brand.

There are many ways large brands, clever startups, and small businesses can all wield the power of a buzz marketing campaign.

1. 1. Stay engaged online. Trends, memes, and online fads are fleeting; the more a brand’s social media team employs reactive content marketing—engaging with timely news or events—the more likely it is to employ buzz marketing tactics to generate excitement and controversy to attract followers.
2. 2. Spin negative buzz to your advantage. Brands should build strong relationships with news sources, bloggers, and customers, but even critical press can be leveraged to a company’s advantage. Putting a creative public relations spin on some negative press can lead to a form of controversial buzz marketing.
3. 3. Stage unique events. Create offline campaigns with stagings and pop-ups that provide incentives, like free food or merchandise. It’s easy for people to simply engage online, but if you give potential customers a reason to see you in person, you’ll create a memorable experience and establish a positive brand association.

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