In
marketing
, “buzz” refers to something becoming a big trend. Buzz marketing refers to a method in which marketers use word of mouth to strategically create buzz.
In the olden days, topics that started as “gossip” between people often spread on SNS and the Internet, becoming “buzz” and becoming popular.
Buzz can sometimes be created by chance, but if it can be created intentionally by marketers, a company can achieve rapid growth in business.
Points that create buzz
In order for companies and marketers to create buzz, it is important to find a platform that suits their content.
I will use the manga “Demon Slayer: Kimetsu no Yaiba”, which is a representative example of “buzz”, and “A crocodile that will die in 100 days”, which has become a hot topic on social media, as examples. “Demon Slayer: Kimetsu no Yaiba” was originally serialized as a manga, but it became a popular work after being adapted into an anime. “A crocodile that will die in 100 days” is a four-panel comic that can be viewed on Twitter. One story is posted every day, depicting the daily life of a crocodile that dies after 100 days.
By choosing to post “A Crocodile Who Will Die in 100 Days” on Twitter, where it is easy for users to post their opinions and comments, we were able to create a “buzz” from users who sympathized with the work’s message and drama.
One of the reasons for the buzz is that we focused on one platform and created an environment that is easy to read and reread, which is not found in manga serialization.
On the contrary, with “Demon Slayer: Kimetsu no Yaiba,” we created an environment in which users would come back easily through multimedia development. For users who missed the TV anime, we have set up a video distribution service (VOD) so that you can catch up at any time. With services such as Amazon Prime and Netflix, even new users can easily watch popular content.
In other words, it can be said to skillfully incorporate the psychology of attaching value to content that other users think is good (Windsor effect) and the psychology of being interested in content that many people are interested in (bandwagon effect). Masu. It can be seen that the reason for the buzz was that the company was able to secure TV and internet users at the same time through its multi-media strategy.
Reference article
