The quest for visibility on social media these days is almost mandatory and should be a priority for businesses looking to attract new clients. According to a survey commissioned by Sebrae in 2023, 64% of small businesses maintain a social media profile to promote their products, attract more audiences, strengthen their brand, generate leads, and stay in touch with existing customers.
The problem arises when the need to stand out leads to strategies that compromise credibility and cause long-term negative impacts, as explained by Raphael Mattos, Brazil’s top franchise influencer: “Engagement at any cost, without planning or alignment with the company’s values, can result in reputation crises and ultimately drive customers away,” he says.
According to Raphael, one of the riskiest practices is using controversy as a marketing tool. Provocative or sensationalist posts may generate immediate reach but can also lead to negative reactions and even boycotts. Companies that engage in controversial topics without a clear strategy or are slow to respond end up losing credibility and facing negative impacts on their results. “A piece of content going viral does not guarantee a positive return. If the approach is poorly received—as recently happened with Tânia Bulhões, who took too long to address an issue—the brand may be associated with negative values and suffer reputational damage,” says the expert.
Another common issue is buying followers and fake interactions. While high numbers may create the illusion of popularity, these tactics harm real engagement and undermine public trust. Platforms like Instagram, Facebook, and TikTok use algorithms that detect suspicious activity and may limit the actual reach of profiles using such methods. Moreover, increasingly alert consumers notice when a profile has fake followers, further damaging the brand’s credibility.
Founder of Revolução Digital, a company specializing in digital marketing, Raphael Mattos points out that another recurring mistake is excessive posting and insistence on passing trends (trends) with no connection to the company’s purpose. “Brands that saturate their social media with irrelevant or repetitive content lose engagement and push followers away because it becomes boring. Communication must be strategic, dynamic, and consistent with the company’s identity—this ensures a lasting relationship with the audience,” he explains.
Organic growth can be achieved through genuine interactions and delivering valuable content. This is essential nowadays, regardless of the company’s size or what it sells. The virtual showcase that social media represents strengthens brands and yields consistent long-term results. However, it’s crucial to work with well-thought-out strategies to not just achieve momentary attention but also gain the target audience’s trust.
