We’ve all seen it.
The endless scroll of soulless, AI-generated content.
The same recycled hooks.
The over-polished templates.
The captions written for algorithms instead of humans.
We’re drowning in content.
But somehow, we feel… nothing.
And that’s the problem.
Because marketing isn’t just about visibility anymore.
It’s about vibe.
What is Vibe Marketing?
Vibe Marketing is a term coined by Norman Szobotka. But it’s a feeling many of us have had for a while.
It’s that thing you can’t quite explain, but you know when you see it.
It’s when a brand shows up in your feed and you stop scrolling. Not because of a CTA, but because it resonates.
It’s not about throwing money at ads or flooding channels with AI-churned posts.
It’s about creating emotional gravity so strong, people are drawn to your brand without even being asked.
Vibe Marketing isn’t a tactic. It’s a pulse.
Why the old way no longer works
Traditional marketing strategies are built on formulas: post X times per week, use Y hooks, insert Z emojis, and boom.
🔥 VIRAL 🔥
But in 2025, those formulas are old-fashioned.
We’re in the over-automation era.
AI tools are cheap, fast, and widely available.
Everyone has access to the same prompts.
So what happens?
Brands start sounding the same.
Stories become predictable.
The scroll becomes a graveyard of forgettable content.
What’s missing?
Humanity. Authenticity. Soul.
The Power of emotional resonance
Vibe Marketing taps into the only real ditch we have left in marketing: how we make people feel.
Think about it:
- How did Coca-Cola make Christmas ads a cultural moment?
- Why do people cry during Apple commercials?
- Why do we still remember Dove’s Real Beauty campaign a decade later?
They didn’t just sell products. They triggered emotion.
And emotion moves people.
It builds loyalty.
It starts conversations.
It earns trust.
It makes people remember you, in a sea of forgettable.
Vibe Marketing in practice
So what does Vibe Marketing actually look like?
Here are a few real-world examples:
- Duolingo’s TikTok: A mascot, zero hard selling, and full-on Gen Z chaos. But it works, because it’s fun. It’s got a vibe.
- Liquid Death: It’s water… but branded like a metal band. It sparks curiosity, laughter, even confusion. That’s all part of the resonance.
- Gymshark: Doesn’t just sell fitness gear. It builds identity, community, transformation. Feel the difference?
These brands don’t just speak to their audience.
They sync with them.
What Vibe Marketing is not
Let’s be clear:
This isn’t about rejecting automation or AI.
Tools are tools.
And when used with intention, they can amplify your voice, not replace it.
The enemy isn’t technology.
The enemy is mediocrity.
The enemy is lazy marketing that checks boxes without leaving a mark.
How to build your brand’s vibe
Here’s how you can start shifting toward Vibe Marketing:
1. Feel first, then post
Before hitting publish, ask: Would I care about this if I wasn’t the one writing it?
If not, start over.
2. Tell real stories
Forget fluff.
What’s your customer struggling with?
What do they dream about?
Speak to that.
3. Create a brand personality
If your brand was a person, who would they be?
Funny?
Bold?
Nerdy?
Mysterious?
Bring that vibe into everything. From captions to campaigns.
4. Make people part of the moment
It’s not about broadcasting. It’s about inviting.
Make people feel like they belong in your story.
5. Use AI to elevate, not eliminate
Let AI take the grunt work.
But never let it take over your brand’s heartbeat.
The future belongs to brands with soul
As AI floods the market with infinite content, the brands that win will be the ones that vibe.
Not the ones that simply show up the most.
Vibe Marketing isn’t for everyone.
It’s for those who want to connect.
To stand for something.
To be felt. Not just seen.
So ask yourself:
Are you chasing the algorithm?
Or are you building a brand that moves people?
Because in a world of noise, the vibe is the signal.
