Marketing buzz or simply buzz—a term used in viral marketing—is the interaction of consumers and users with a product or service which amplifies or alters the original marketing message. This emotion, energy, excitement, or anticipation about a product or service can be positive or negative. Buzz can be generated by intentional marketing activities by the brand owner or it can be the result of an independent event that enters public awareness through social or traditional media such as newspapers. Marketing buzz originally referred to oral communication but in the age of social media, platforms such as Facebook, X, Instagram, TikTok and YouTube are now the dominant communication channels for marketing buzz.

Some of the common tactics used to create buzz include creating suspense around a launch or event, controversial messaging, and collaborating with bloggers and social media influencers.

Influencers with a large following have the potential to amplify both positive and negative messages to the target audience, depending on their reputation within the community. Therefore, a successful social media campaign must find, and engage with influencers that are positively inclined to the brand, providing them with product information and incentives to forward it on to the community. Partnership with influencers do however have the potential lead to public backlash. For example, in 2023, Bud Light's collaboration with social media personality Dylan Mulvaney resulted virality and negative buzz for Bud Light after Dylan recorded a sponsorship post with the beer company on social media. The widespread reactions resulted in one of the largest boycotts in American history. This example of social media marketing buzz demonstrated how brand perception can be effected when buzz reaches outside of a brand's intended audience.

Development of a social media marketing strategy must also take into account interaction with traditional media including the potential both for synergies, where the two combine to greater effect, and cannibalism, where one takes market from the other, leading to no real market expansion. This can be seen in the growing connection between marketing buzz and traditional television broadcasts. Shows monitor buzz, encouraging audience participation on social media during broadcasts, and in 2013 the Nielsen ratings were expanded to include social media rankings based on Twitter buzz. But the best known example is the Super Bowl advertising phenomenon. Companies build anticipation before the game using different tactics that include releasing the ads or teasers for them on-line, soliciting user input such as Doritos’ Crash the Super Bowl competition where on-line voting between consumer created ads determines which will air during the game, and purposefully generating controversy, such as the 2013, and 2014 SodaStream ads that were rejected by the network airing the game for directly naming competitors.^{[citation needed]}

For advertising to generate effective positive buzz, research has shown that it must engage the viewer's emotions in a positive way. Budweiser’s Super Bowl advertising has been the most successful at generating buzz as measured by the USA Today Super Bowl Ad Meter survey over its 26-year history, a testament to its masterful use of heartwarming stories, cute baby animals, majestic horses, and core American values to stir the positive emotions of audiences across a wide range of demographics. Using controversy to generate marketing buzz can be risky because research shows that while mild controversy stimulates more buzz than completely neutral topics, as the topic becomes more uncomfortable the amount of buzz drops significantly. The most buzz will be generated in a “sweet spot” where the topic is interesting enough to invite comment, but not controversial enough to keep people away. There is also substantial risk of generating negative buzz when using controversy, for example Coca-Cola’s 2014 It’s Beautiful ad that aired during the Super Bowl and generated substantial backlash.

Two common terms used to describe buzz are volume, which quantifies the number of interchanges related to a product or topic in a given time period, and rating or level, a more qualitative measure of the positive or negative sentiment or amount of engagement associated with the product. Basic social media measures of buzz volume include visits, views, mentions, followers and subscribers; next level measures such as shares, replies, clicks, re-tweets, comments and wall posts provide a better indication of the participants' engagement levels because they require action in response to an initial communication, and is often how engagement is measured.

It is possible for firms to track the marketing buzz of their products online using buzz monitoring. Many tools are available to gather buzz data; some search the web looking for particular mentions in blogs or posts, others monitor conversations on social media channels and score them on popularity, influence, and sentiment using algorithms that assess emotion and personal engagement. Buzz monitoring can be used to assess the performance of marketing strategies as well as quickly identify negative buzz or product issues that require a response. It can also be used to identify and capitalize on current trends that will shift consumer behaviors. For example the low-carb diet was buzzing months before sales at grocery stores reflected the trend. Monitoring buzz around certain topics can be used as an anonymous equivalent of a traditional focus group in new product development. For some companies it is important to understand the buzz surrounding a product before committing to the market.

Positive "buzz" is often a goal of viral marketing, public relations, and advertising on Web 2.0 media. It occurs when high levels of individual engagement on social media drive the buzz volume up for positive associations with the product or brand. It gets to the point that capturing the attention of consumers and media easily, which catch people's attention because the information is perceived as entertaining, fascinating, or even newsworthy. Examples of products with strong positive marketing buzz upon introduction are Harry Potter, Volkswagen's New Beetle, Pokémon, Beanie Babies, and The Blair Witch Project. Negative buzz can result from events that generate bad associations with the product in the mind of the public, such as a product safety recall, unintended consequences of ill-advised marketing strategies, and even including controversial influencers in marketing campaigns. If not swiftly counteracted, negative buzz can be harmful to a product's success and the most social network savvy organizations prepare for these eventualities. Examples of negative buzz include the United Colors of Benetton's shock advertising campaign that generated numerous boycotts and lawsuits, and the 2014 General Motors recall of cars many years after a known issue with a faulty ignition switch which they admitted had caused 13 deaths. Another well-known instance of negative marketing buzz occurred in 2025 with an American Eagle Outfitters ad featuring Sydney Sweeney. The campaign slogan "Sydney Sweeney has great jeans" used wordplay with "jeans" and "genes", which many viewers associated with genetic superiority and eugenics. American Eagle had to later release a statement, claiming that their only intent was to promote their denim.