10-07-2025
Vibe Marketing: What It Is And How To Get Started
Shubham Nigam, co-founder of Questera AI.
Over the past few years, I've been deep into building my own agentic customer engagement platform. From product flows to messaging to user behavior, I've seen firsthand what people actually respond to, and the more I built, the more I realized something was missing in the way most of us think about marketing.
Marketing is not just about funnels anymore. You typically can't just drop a message here and there, send an email, post offers and hope something sticks. People connect with brands they relate to—brands that feel personal. And I don't mean emotional and dramatic ad campaigns with sad stories. I mean something that makes the customer feel like they and the brand are on the same page. That's where vibe marketing comes into play.
Defining Vibe Marketing
I've found that vibe marketing is about giving your brand a personality—a consistent tone that feels right. Whether someone sees a social post, opens a welcome email or gets an in-app message, they should feel as though they are getting a message from the same friend.
Traditional marketing is often transactional: When you speak to the user, you're mainly measuring clicks and optimizing conversion rates. Vibe marketing is relational: When you speak with the user, you build a mood. You tune into emotion. It's not just what you say; it's how it feels.
Choosing Tools And Platforms
Getting that kind of consistency and emotion right at scale can be difficult, but I've found that AI can be a useful tool for successful vibe marketing. AI tools can gather data to help you understand user behavior, figure out their intent, decide what content works and pick the next best action for each person. AI agents can also take vibe marketing a step further by detecting the vibe you want to send. You can use these tools to help ensure that every message, every point, feels just right for each user.
That's why marketers and AI agents are becoming a powerful team. By using AI to determine who each user is, what they've done, what they'll likely want next and how to deliver the perfect tone, you can personalize your platform and message for each customer.
There are now full vibe marketing platforms designed to keep your tone, visuals and user experience aligned across channels. The key is emotional consistency: making sure you're giving off the vibe you think you're giving off. You can also use marketing tools to analyze your content tone, match your voice to community language or even track how your audience feels when they interact with you. Some of the most powerful tools I've seen pull in real-time data from user interactions, social sentiment and community feedback, then surface insights that go way deeper than clicks or open rates. These can tell you how your vibe is landing.
As the saying goes, 'People may forget what you said, but they'll never forget how you made them feel.' And in today's world, it's important for brands to feel right, not just look right.
A Few Tips For Brands Getting Into Vibe Marketing
1. Check your vibe. Go through your brand stuff like you're a first-time user. Your site, your emails, your app—do they all feel like they're coming from the same person? Or do they jump around? If it feels off, it probably is.
2. Keep it steady, but not stiff. Being consistent matters, but don't let your brand sound like it was written by a robot in a suit. Let it breathe a little. Be chill where it makes sense.
3. Speak their language. Watch how your audience talks, especially if you're looking at Gen Z marketing trends. The way they speak matters. If you're still writing like it's 2015, you may be due for a refresh.
4. Don't try too hard. Over-polished, over-edited messages can feel fake. In my experience, people respond better to messages with a little edge or personality. Vibe marketing works best when it feels like a real person talking.
5. Let AI help. It can be difficult, if not impossible, to be everywhere or personalize everything by hand. Considering using AI and marketing platforms to scale the good stuff. The right tools can help you keep that human feeling without burning out your team.
Final Thoughts
Vibe marketing is about the energy your brand gives off. When you're tuned in to the tone, mood and behavior of your audience, you can ensure your brand's voice carries across channels without losing its vibe. Because at the end of the day, people don't just buy products—they buy how the product makes them feel.
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