How to use hate to your advantage: the marketing power of controversy

It seems contradictory? Welcome to the paradox of digital marketing: haters are often the biggest promoters of brands. Imagine a wheel that turns with every online interaction.Likes, comments and shares are the fuel that keeps the movement. Now imagine that instead of love and approval, the engine of 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 the reach of a brand.

The anonymity of social networks gave 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. Still, what could be just a problem turned opportunity. The online“negatividade”, when well managed, can generate profit and visibility.

“Recent studies and campaigns show that the controversy draws more attention than the” consensus, says Aline Kalinoski, partner of Nowa.This is because algorithms, these invisible forces that govern social networks, do not differentiate love from hate, criticism and attacks. They simply prioritize engagement. And where there is controversy, there are clicks.

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

But dealing 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 brings the company closer to its consumers, humanizing its image.

Paula offers 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 public.

Maintain focus on the positive: Although negative engagement generates more visibility, it is important that the brand is not lost in this cycle of negativity. Constructive responses and actions that promote collective well-being are essential to balance criticism.

Leverage the visibility to redirect the conversation: Use the attention generated to redirect the conversation to positive topics. Offering solutions, sharing innovations or highlighting the positive social impact of the brand are effective ways to guide the narrative.

Set ethical boundaries: 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 controversy is at stake.

Paula points out that “Despite the potential for transformation, care is needed. Reverse marketing, as this phenomenon is called, can generate immediate gains, but carries risks.” This online negativity comes at a real cost. According to SaferNet, more than 74 thousand cases of hate crimes were registered in Brazil in 2024. In addition to the numbers, the emotional and psychological consequences can be devastating for people and teams.

In the end, the secret is to find the balance. It is possible to turn crises into opportunities without exceeding ethical limits. Paula concludes that “O marketing based on controversy can be powerful, but it is only sustainable when combined with empathy and responsibility. After all, the main goal of a brand is not to be only visible, but relevant, in a positive way, even in the midst of digital noise”.