The search for visibility on social media nowadays is almost mandatory and should have some priority for companies looking to attract new customers. According to a survey commissioned by Sebrae in 2023, 64% of small businesses have a profile on social networks to promote their products, attract more audiences, strengthen the brand, generate leads, and maintain contact with current customers.
The issue arises when the need to stand out leads to strategies that compromise credibility and have negative long-term impacts, as explained by Raphael Mattos, the top franchise influencer in Brazil: “Engagement at any cost, without planning or alignment with the company’s values, can result in reputation crises and ultimately alienate customers,” he says.
According to Raphael, one of the riskiest practices is using controversies as a marketing tool. Provocative or sensationalist posts may generate immediate reach but also lead to negative reactions and even boycotts. Companies that engage in controversial issues without a clear strategy or delay in reacting end up losing credibility and facing impacts on their results. “The virality of content does not guarantee a positive return. If the approach is poorly received – as recently happened with Tânia Bulhões, who took too long to respond to an issue – the brand may be associated with negative values and have its image damaged,” states the authority on the subject.
Another common issue is the purchase of followers and fake interactions. Although high numbers can create the illusion of popularity, using these tactics harms real engagement and compromises public trust. Platforms like Instagram, Facebook, and TikTok use algorithms that identify suspicious activities and may restrict the actual reach of profiles using these methods. Furthermore, increasingly discerning consumers notice when a profile has fake followers, which once again compromises the brand’s credibility.
Raphael Mattos, founder of Revolução Digital, a company specializing in digital marketing, points out that another common mistake is the excess of posts and insistence on fleeting trends without connection to the company’s purpose. “Brands that saturate their social networks with irrelevant or repetitive content lose engagement and alienate followers because it becomes tedious. Communication needs to be strategic, dynamic, and consistent with the company’s identity; this is what ensures a lasting relationship with the public,” he explains.
Organic growth can be achieved through real interactions and delivering valuable content. This is essential nowadays, regardless of the company’s size or what it sells. The virtual shop window represented by social media strengthens brands and generates consistent results in the long term. However, it is important to work with well-thought-out strategies to not only attract momentary attention but also the trust of the target audience.
