Does it seem contradictory? Welcome to the paradox of digital marketing: haters are often the biggest promoters of brands. Imagine a wheel that spins with every online interaction. Likes, comments, and shares are the fuel that keeps it moving. Now, imagine that instead of love and approval, this wheel is powered by criticism and negativity. Surprisingly, it keeps spinning with the same force and, in many cases, even faster. This happens because, in the digital world, controversy and debate can be as powerful as positivity, generating engagement and expanding a brand’s reach.
The anonymity of social media has given a voice to everyone, including those who prefer to destroy rather than build. Hostile attacks, often driven by personal frustrations, have become an inevitable part of online presence. Yet, what could have been just a problem turned into an opportunity. ‘Online negativity,’ when well managed, can generate profit and visibility.
“Recent studies and campaigns show that controversy attracts more attention than consensus,” says Aline Kalinoski, partner at the Nowa agency. This happens because algorithms, those invisible forces that govern social media, don’t differentiate between love and hate, criticism and attacks. They simply prioritize engagement. And where there’s controversy, there are clicks.
An example? Negative comments spark discussions. Discussions attract more people. And suddenly, a brand that was once hidden in the corners of the internet becomes the center of attention. ‘The more reactions, the more visibility. That’s how social media works,’ adds Paula Kodama, also a partner at Nowa.
But dealing with haters requires strategy. Ignoring them isn’t enough, nor is confronting them directly. Some brands bet on smart and even humorous responses. This type of reaction not only breaks the cycle of negativity but also brings the company closer to its consumers, humanizing its image.
Paula shares four tips for effectively working with reverse marketing:
Respond with empathy: Brands that know how to respond with empathy or even humor can turn criticism into something positive. This humanizes the company and establishes a genuine connection with the audience.
Keep the focus on the positive: Although negative engagement generates more visibility, it’s important for the brand not to get lost in this cycle of negativity. Constructive responses and actions that promote collective well-being are essential to balance criticism.
Leverage visibility to redirect the conversation: Use the attention generated to steer the conversation toward positive topics. Offering solutions, sharing innovations, or highlighting the brand’s positive social impact are effective ways to guide the narrative.
Set ethical boundaries: Reverse marketing has enormous potential, but it’s essential for brands to avoid strategies that could irreparably harm their image. Transparency and ethics should be the foundation of all actions, even when controversy is at play.
Paula emphasizes that ‘Despite its transformative potential, caution is needed. Reverse marketing, as this phenomenon is called, can yield immediate gains but carries risks.’ This online negativity has real costs. According to SaferNet, over 74,000 hate crime cases were reported in Brazil in 2024. Beyond the numbers, the emotional and psychological consequences can be devastating for individuals and teams.
In the end, the secret is finding balance. It’s possible to turn crises into opportunities without crossing ethical boundaries. Paula concludes that ‘Controversy-based marketing can be powerful, but it’s only sustainable when combined with empathy and responsibility. After all, a brand’s ultimate goal isn’t just to be visible but to be relevant in a positive way, even amid digital noise.’
