Marketing controversies: How to use hatred in your favor

HTML[data-range="xlarge"] Image figure img.img-7777ebd0b7f8dc2734e373ae2f2c16b1bmnyon72w {width: 774px; Height: 768px; } html[data-range="large"] IMAGE IMG.IMG-777EBD0B7F8DC2734E373AE2F2C16B1B1BMNYON72W {Width: 548px; Height: 544px; } html[data-range="small"] Image figure img.img-7777ebd0b7f8dc2734e373ae2f2c16b1bmnyon72w, HTML[data-range="medium"] IMAGE IMG.IMG-777EBD0B7F8DC2734E373AE2F2C16B1B1BMNYON72W {Width: 564px; Height: 560px; } html[data-range="small"] . Article___MAGE-MOB, HTML[data-range="medium"] . Margin: 0 Auto 30px; }

Does it seem contradictory? Welcome to the paradox of digital marketing: haters are often the major promoters of brands. Imagine a wheel that runs with every online interaction. I like it, comments and actions are the fuel that keeps the movement. Now imagine that instead of love and approval, the engine of this wheel is fueled by criticism and negativity. Surprisingly, it continues to turn with the same strength and, in many cases, even faster. This is because, in the digital world, disputes and debate can be powerful as positivity, generating involvement and expanding the scope of a brand.

The anonymity of social networks has given everyone a voice, including those who prefer to destroy instead of building. The hostile attacks, often guided by personal frustrations, have become an inevitable part of the online presence. However, what could only be a problem has become an opportunity. “Online negativity”, when well administered, can generate profit and visibility.

“Recent studies and campaigns show that disputes attract more attention than consent,” says Aline Kalinoski, partner of the Now Agency.

This is because algorithms, these invisible forces that govern social networks, do not differentiate love from hatred, criticism and attacks. They simply give priority to commitment. And where there are disputes, there are clicks.

An example? Negative comments generate discussions. Discussions call more people. And suddenly a brand that was once hidden in the corners of the Internet becomes the center of attention. “More reactions, more visibility. This is how social networks work, “adds Paula Kodama, also partner of Nowha.

But treating with haters requires strategy. It is not enough to ignore them, nor fight them directly. Some brands bet on intelligent and even humorous answers. This type of reaction not only breaks the cycle of negativity, but also approaches the company to its consumers, humanizing its image.

• Reply with empathy: The brands that know how to respond with empathy or even humor can transform criticism into something positive. This humanizes the company and establishes a real connection with the public.

• Maintain positive attention: Although the negative commitment generates greater visibility, it is important that the brand is not lost in this cycle of negativity. The constructive responses and actions that promote collective well -being are essential to balance criticism.

• Take advantage of visibility to redirect the conversation: Use the attention generated to redirect the conversation in positive topics. Offering solutions, sharing innovations or highlighting the positive social impact of the brand are effective ways to guide narration.

• Establishing ethical limits: Reverse marketing has enormous potential, but it is essential that brands avoid strategies that could irreparably damage the image. Being transparent and ethical should be the basis of all actions, even when the controversy is at stake.

Paula underlines that “despite the potential of transformation, it is necessary to pay attention. Reverse marketing, as this phenomenon is called, can generate immediate earnings, but involves risks”.

This online negativity has a real cost. According to Safernet, over 74,000 cases of hatred crimes have been recorded in Brazil in 2024. In addition to numbers, the emotional and psychological consequences can be devastating for people and teams.

In the end, the secret is to find balance. You can transform crises into opportunities without exceeding ethical limits. Paula concludes that “the controversy -based marketing can be powerful, but it is sustainable only if combined with empathy and responsibility. After all, the greatest goal of a brand is not only visible but pertinent, positive, even in the means of digital noise.”

Homework

It inspires the transformation into the world of work, business, society. It is the creation of the compass, content and the connection agency.

Source: Terra

Amanda

I am Amanda Gans, a motivated and ambitious professional in the news writing industry. With over five years of experience in this field, I have developed an eye for detail and an ability to craft stories that captivate readers. I currently write for Gossipify, where I specialize in beauty & celebrities news. My passion lies with exploring the world of beauty through writing, interviewing experts and developing articles that are both informative and entertaining.