Mastering the Zeigarnik Effect: How Music Marketers Can Use Incompleteness to Build Anticipation and Drive Sales
Learn How to Leverage Teasers, Countdowns, and Gamification to Create Buzz and Boost Your Music Marketing Campaigns
As a musician, you want to create buzz and excitement around your new releases, events, or merchandise. One way to do this is by leveraging the Zaigarnik effect, a psychological phenomenon that creates a sense of anticipation and urgency by leaving tasks or events unfinished or incomplete.
The Zaigarnik effect refers to the human tendency to remember incomplete or interrupted tasks or events more easily than completed ones. It was first observed by Soviet psychologist Bluma Zeigarnik in the 1920s, who found that waiters were better at remembering unpaid orders than paid ones. This is because incomplete tasks create a state of cognitive tension or dissonance in the brain, which motivates us to remember them until they are completed.
So how do we take advantage of the Zaigarnik Effect in Music Marketing? Here are some ways that the effect can be used in our campaigns:
Use teasers and incomplete messages: Create teasers for new releases, with snippets of music or lyrics that hint at what's to come. Release the teasers over a period of time, with each one building on the previous one, creating a sense of anticipation and excitement among fans. A great example of the Zeigarnick effect in action with a real artist is Taylor Swift's promotion for her 2017 album "Reputation ."Leading up to the album's release, Swift shared cryptic teasers on her social media accounts, sparking curiosity and excitement among her fans.
She began by wiping her social media accounts clean and then shared short, enigmatic video clips of a snake, which later became a symbol for the album's theme. Over a few days, she continued to share snippets of music, lyrics, and visuals, all building anticipation for the album and keeping fans engaged.
Use countdowns and limited-time offers: Build up the release with a countdown clock or timer that shows the exact date and time of the release. Then, create limited-time offers, such as exclusive merchandise or a VIP experience for fans who pre-order or purchase during the first week of release.

Justin Timberlake's 2018 album "Man of the Woods" is an excellent example. Timberlake effectively generated anticipation and excitement among his fans through strategic promotional tactics.
First, he announced the album release date on his social media platforms and followed up with a trailer that showcased the album's concept and aesthetic. Next, Timberlake unveiled a countdown clock on his official website as the release date approached, further building excitement and anticipation.
In addition to the countdown, Timberlake created limited-time offers, such as exclusive merchandise bundles and VIP experiences for fans who pre-ordered the album or purchased concert tickets during a specified period. These limited-time offers created a sense of urgency and rewarded dedicated fans for their support.
By utilizing the Zeigarnick effect through countdowns and limited-time offers, Justin Timberlake generated buzz and excitement around "Man of the Woods," ultimately contributing to the album's commercial success.
The good news is that on March 8th, 2023, Spotify finally announced Countdown Pages – a new destination for fans to pre-save your upcoming albums, watch video Clips, and see the timer count down to your release.
Use gamification: Create a game or challenge that fans can participate in to unlock exclusive content or prizes. For example, a scavenger hunt that leads fans to hidden clues or a puzzle that reveals snippets of the album cover art can create a sense of engagement and anticipation among fans.
A notable example of the Zeigarnick effect with gamification is the promotion of the British rock band Radiohead's 2007 album "In Rainbows." The band sparked excitement and engagement among fans by leveraging a unique release strategy and gamification elements.
Before the album's release, Radiohead launched a "pay-what-you-want" pre-order model, allowing fans to choose the price they would pay for the digital download. This unconventional approach generated buzz and curiosity among fans and the music industry.
In addition to the innovative pricing model, Radiohead created a series of cryptic messages and puzzles, which were hidden throughout their website and online platforms. Fans were encouraged to search for these hidden elements, eventually unlocking exclusive content related to the album, such as lyrics, artwork, and behind-the-scenes footage.
By incorporating gamification into their album promotion, Radiohead effectively harnessed the power of the Zeigarnick effect, creating anticipation and excitement around "In Rainbows" while engaging fans on a deeper level. This interactive approach contributed to the album's commercial success and solidified its lasting impact on the music industry.
Use drip campaigns: Send out emails or messages that build up to the release, each revealing more information about the release. Include behind-the-scenes footage or interviews with the artist that provide insights into the creative process behind the release.
A good example of the Zeigarnick effect using drip campaigns is the promotion strategy employed by Twenty One Pilots for their 2018 album, "Trench." The band utilized a carefully planned and timed sequence of messages to create anticipation and excitement among their fans. Twenty One Pilots began their drip campaign by going on a year-long hiatus, which involved complete silence on social media.
This sparked curiosity and intrigue among their fanbase. The band then broke their silence by sending cryptic emails to their fans, each containing a small piece of new information or imagery related to the album. Over the following weeks, the band released more emails and social media updates, gradually revealing more details about "Trench." In addition, they shared teaser videos, song snippets, and behind-the-scenes content, providing insights into the creative process behind the album. Each message in the drip campaign built on the previous one, keeping fans engaged and eager to learn more.
By employing a drip campaign strategy, Twenty One Pilots effectively harnessed the Zeigarnick effect to build anticipation and excitement around "Trench." This approach generated buzz and fostered a deeper connection between the band and their fans, ultimately contributing to the album's success.