In my opinion, it’s best to have “hard news” because it’s factual and gives the actual scenario of the current situation.
I have seen, on social media platforms, that people come up with “buzz news,” that is branded content. The buzz creators get paid for that news, from the agency, to put up that content.
If the actual or factual news is published, then people will have an actual sense of what is going on in the world. Buzz news carries a lot of content that looks to be original but it is actually made up. Buzz creates a filter in people’s minds that the buzz is the actual news where as it is not: it’s paid news.
Some of the common tactics used to create buzz include building suspense around a launch or event, creating a controversy, or reaching out to bloggers and social media influencers. For example, there is always hype around the Toronto Maple Leafs’ team during NHL season. This is just because the Toronto Maple Leafs have a huge fan following, and the hype is only for the fans, so that more and more people will come to see the game. money because they get their share of audience from the current die-hard fans of Toronto Maple Leafs.