What comes to mind when you think of the word 'vibe'? It conjures images of Gen Zers hanging out together because they all emotionally connect with each other.
However, did you know that this word also applies to businesses? Brands should create the right vibe to emotionally connect with their target audiences. That can translate into a boost in customer engagement and business conversion.
The problem is that it's hard to measure this intangible metric. How do you go about doing so?
Fret not—this blog shares the key performance indicators (KPIs) used to measure vibe. More importantly, read on to learn how to measure these key metrics for your brand campaign.
Why "Vibe" Matters in Brand Campaigns
To begin, what is 'vibe'? It's the overall feeling and mood your brand creates for your target audiences. It's more than what you say, but how you make these people feel. However, there's more to this than meets the eye.
Take Nike's "Winning Isn't Comfortable," for instance:
This video clip for branding focuses on the grind, not the glory. It highlights sore muscles, early mornings, and everyday struggles, not just the winning athletes and cheering crowds. It harnesses the power of storytelling to strategically create the right vibe and emotionally connect with people.
Source: Attest
A branding message that vibes with its audience can go a long way. Here's why vibe matters in branding campaigns:
- Trigger emotional connections: A strong vibe starts with a brand story that your audience will never forget. When people genuinely feel something, they remember you, and that's what makes your brand unforgettable. In fact, consumers who feel emotionally connected to a brand are 50% more valuable than those who are just satisfied.
Source: Shapo
- Influence brand perceptions: How your brand looks and feels shapes the way people perceive you. For instance, harness the power of visual storytelling to enhance your brand's message. Doing so makes your message clear, consistent, and impossible to ignore.
- Drive stakeholder engagements: A great vibe draws people in and gets them talking. For example, the more you raise your brand's social media presence, the stronger your brand's influence becomes. But how you connect with them emotionally boosts the interactions even more.
- Win customer support: Sure, the key elements of a successful brand identity matter in winning customers. However, the vibe is what keeps customers on your side and makes them stay for good. When they connect with how you make them feel, they'll stick around and support you.
- Strengthen brand loyalty: Consistent, valuable content builds trust. For instance, employing content marketing to generate credibility and trust helps people believe in you. And that's how loyalty grows over time!
- Boost business revenue: A consistent vibe isn't just good for branding but also for your business in general. About 35% of companies see how brand consistency translates to 10 to 20% revenue growth. This proves that staying true to your brand pays off.
Source: wisernotify
Find out what key performance indicators to use for measuring vibe below.
Key Metrics for Measuring "Vibe"
There's a line drawn between measuring common KPIs and intangible metrics. It's easy to see brand professionals measuring key metrics, such as the following:
- Reach metrics (reach, impressions, and follower growth rate)
- Engagement metrics (likes, comments, and shares)
- Conversion metrics (conversion rate, CTR, and cost per conversion).
However, they face the difficulty of measuring intangibles, such as vibe. How can you actually measure the emotional connection you create with people for your brand? Here are the KPIs for measuring vibe:
- Engagement quality shows how deeply people interact with your content, not just how often. Look beyond likes by tracking shares, saves, and meaningful comments to see if your content truly resonates with your audience.
- Social sentiments reveal how people feel when they talk about your brand. Use monitoring tools and create thought-provoking videos for your brand to spark positive conversations and gauge emotional tone.
- Community resonance measures how well your brand connects with niche groups and influencers. Track organic mentions, discussions, and user-driven content to see if your message is catching on. Nearly 85% make a purchase from brands with similar values.
Source: Shapo
- Cultural relevance shows if your brand aligns with current trends and conversations. Monitor hashtag adoption, meme usage, and participation in cultural moments to keep your brand timely and relatable.
- Behavioural signals capture how people act on their interest in your brand. Since consumer behaviour has shifted in 2025, look at video completions, repeat visits, and direct searches to spot real engagement.
- Brand perceptions reflect how people view your brand overall. Measure brand halo effects through surveys, reviews, and sentiment tracking to see how campaigns shape long-term impressions.
Follow the key steps for measuring vibe for your brand campaign in the next section.
How To Measure Vibe for Your Brand Campaign
In any brand campaign, the 'vibe' you create for your target audience is everything. It has the power to connect with your prospects and turn them into customers.
Sure, “vibe” is an intangible metric that looks unmeasurable. However, as cited above, you can measure specific KPIs related to it, including engagement quality, cultural relevance, and brand perceptions.
So, how do you get started? Here's how to measure the “vibe” for your brand campaign:
1. Define what vibe means for your brand
The first step in launching your brand campaign is to clearly define what “vibe” means for your business. When producing and publishing content, what kind of vibe do you aim to create for your target audience? Of course, it varies from one brand to another.
Take it from Leigh McKenzie, Community Advocate at Traffic Think Tank. They aim to build an online community for SEO professionals, catering to both novices and experts. Thus, they create a digital vibe that's professional and authoritative yet welcoming and engaging, as shown in their brand messaging below:
Source: TrafficThinkTank
McKenzie says, "Vibe goes beyond tone. It's about creating the right atmosphere and shaping how people experience your brand. The goal is to be authentic, consistent, and intentional so your audience knows exactly what you stand for. When you get the vibe right, everything else falls into place."
See how the brand content below gives the impression of how their digital hub welcomes SEO professionals:
Source: TrafficThinkTank
2. Pick proxy metrics that reflect the vibe
After defining your brand's vibe, it's time to set your KPIs in place. What key metrics revolving around it can you actually measure? Don't worry, as you can simply refer to the KPIs already mentioned above. But to know how to measure each and what results to get, refer to the table below:
| Key Metrics | What It Shows | How to Measure |
| Engagement quality | Depth of interactions | Shares, saves, detailed comments |
| Social sentiments | Tone of brand mentions | Positive vs. negative mentions |
| Community resonance | Support from niche groups/influencers | Organic mentions, forum discussions |
| Cultural relevance | Fit with trends and culture | Hashtag use, UGC, meme adoption |
| Behavioral signals | Real interest in content | Video completions, repeat visits |
| Brand perceptions | How people feel about the brand | Surveys, emotional feedback scores |
Nicolas Breedlove, CEO at PlaygroundEquipment.com, recommends establishing specific KPIs for measuring 'vibe'since it's an intangible metric. They do the same when creating and posting brand content while aiming to attract B2B clients and welcome playful children.
Breedlove explains, "Measuring vibe starts with choosing the right proxies since you can't manage what you don't measure. Track how your content resonates through engagement depth, sentiment, and cultural fit to ensure it aligns with your goals. When your KPIs reflect the experience you want to create, you get insights that actually drive results."
3. Track audience conversation in real time
After defining “vibe” and setting KPIs, you can go ahead and track your branding performance. Don't worry, as you can use automated software and data analytics tools to do this. But what better way to get actual results than to track conversations in real time?
Learn from Adrian Lorga, Founder and President at 617 Boston Movers. As a moving company catering to mobile renters and residents, they also have their fair share of measuring vibe. However, they prefer to measure communication in real time and collect it for actual client feedback, as shown below:
Source: 617BostonMovers
Lorga shares, "Real-time feedback gives us a clear picture of how people truly feel about our brand. We monitor conversations as they happen so we can respond quickly, spot trends, and make improvements on the fly. When you listen in the moment, you stay connected and relevant."
4. Analyze, adjust, and apply learnings
Finally, you've reached the last step—analysis and optimization. After tracking your branding performance, you have to assess how it goes and where you can improve. Are you creating the right vibe? Does it resonate with your target audience? Are you able to boost your engagement and performance?
Lacey Jarvis, COO at AAA State of Play, emphasizes the need to make significant improvements. He nudges, "What good is tracking your branding performance and measuring the vibe if you aren't able to improve your messaging?"
Jarvis continues, "Data is only valuable if you use it to get better. We review what's working, fix what isn't, and refine our approach to keep our brand experience strong. When you turn insights into action, that's when your vibe truly evolves."
For example, after having installed the playground at Windermere HOA, they posted brand content on LinkedIn about the Easter Egg Hunt event they held. They realized how this creates the right vibe that resonates with the whole community. See pictures below.
Source: LinkedIn
Final Words
The “vibe” doesn't only apply on a personal level but also on a business level. Your brand should resonate with your target audience, such that they can emotionally connect with your messaging. When successfully done, you'll reap the benefits of increased engagement and successful conversions.
That said, consider the KPIs above for measuring vibe for your brand campaign. More importantly, follow the key steps outlined above, from defining vibe and setting metrics to tracking, analyzing, and improving your brand performance.
By doing so, you'll trigger emotional connections and influence brand perceptions, thus boosting engagements and driving conversions. Ultimately, you'll be able to gain customer support and long-term loyalty!
Ready to create the right vibe for your brand campaign? Work with TechWyse, your trusted digital marketing agency since 2001. To get started, book your 20-minute strategy call today!
