It seems contradictory? Welcome to the paradox of digital marketing: haters are, many times, the biggest brand promoters. Imagine a wheel that spins with each online interaction. Likes, comments and shares are the fuel that keeps the movement going. Now, imagine that, instead of love and approval, the engine of this wheel is fueled by criticism and negativity. Surprisingly, she continues spinning with the same force and, in many cases, see you 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 networks gave a voice to everyone, including those who prefer to destroy rather than to build. Hostile attacks, often driven by personal frustrations, have become an inevitable part of online presence. Even so, 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 of the Nowa agency. This happens because the algorithms, these invisible forces that govern social networks, they do not differentiate love from hate, criticisms and attacks. They simply prioritize engagement. And where there is controversy, there are clicks
An example? Negative comments generate 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", more visibility. "This is how social networks work", complete Paula Kodama, also a partner of Nowa
But dealing with haters requires strategy. It's not enough to ignore them, nor to confront 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 your image
Paula gives four tips for working with reverse marketing effectively:
Respond with empathyBrands 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 positiveAlthough negative engagement generates more visibility, it is important that the brand does not 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 conversationUse the attention generated to redirect the conversation to positive topics. Offer solutions, sharing innovations or highlighting the positive social impact of the brand are effective ways to guide the narrative
Establish ethical boundariesReverse marketing has enormous potential, but it is essential for brands to avoid strategies that could irreparably damage their image. Being transparent and ethical should be the foundation of all actions, even when controversy is at stake
Paula emphasizes that "Despite the potential for transformation, it is necessary to be careful. Reverse marketing, what is this phenomenon called, can generate immediate gains, but carries risks.This online negativity has a real cost. According to SaferNet, more than 74 thousand cases of hate crimes were recorded 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 to find balance. It is possible to turn crises into opportunities without crossing ethical boundaries. Paula concludes that "Controversy-based marketing can be powerful, but it is only sustainable when combined with empathy and responsibility. After all, the main goal of a brand is not just to be visible, more relevant, in a positive way, even amidst the digital noise
