Does it seem contradictory? Welcome to the paradox of digital marketing: haters are often 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, it continues to spin 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 networks 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. Still, 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 Nowa agency. This happens because algorithms, those invisible forces that govern social networks, do not differentiate love from hate, criticism from attacks. They simply prioritize engagement. Where there is controversy, there are clicks.
An example? Negative comments generate discussions. The discussions attract more people. And suddenly, a brand that was previously hidden in the corners of the internet becomes the center of attention. "The more reactions, the more visibility. That's how social media works," completes Paula Kodama, also a partner at Nowa.
But dealing with haters requires strategy. It's not enough to ignore them, nor to fight 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 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 criticisms.
Leverage visibility to redirect the conversationUse the generated attention to redirect the conversation to positive topics. Offering solutions, sharing innovations, or highlighting the brand's positive social impact 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, caution is necessary. Reverse marketing, as this phenomenon is called, can generate immediate gains but carries risks." This online negativity has a real cost. According to SaferNet, more than 74,000 hate crime cases 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, a brand's main goal is not just to be visible, but to be relevant in a positive way, even amidst digital noise."
