The search for visibility on social media nowadays is almost mandatory and should have some priority for companies that wish to attract new customers. According to a survey commissioned by Sebrae in 2023, 64% of small businesses have a profile on social media to promote their products and attract more audience, besides strengthening the brand, generate leads and maintain contact with current customers
The problem is when the need to stand out leads to strategies that compromise credibility and generate negative impacts in the long term, as explained by Raphael Mattos, the biggest franchise influencer in Brazil: “Engagement at any cost, without planning or alignment with the company's values, can result in reputation crises and end up driving away customers, say
According to Raphael, one of the riskiest practices is using controversies as a marketing tool. Provocative or sensationalist publications can generate immediate reach, but can also result in negative reactions and even boycotts. Companies that get involved in controversial issues without a clear strategy or that take a long time to react, end up losing credibility and facing impacts on their results. "The virality of a content does not guarantee a positive return". If the approach is poorly received – as it recently happened with Tânia Bulhões, that took time to speak out in the face of a problem – the brand can be associated with negative values and have its image harmed, affirms the authority on the subject
Another common problem is the purchase of followers and fake interactions. Although high numbers can create the illusion of popularity, the use of these tactics undermines real engagement and compromises public trust. Platforms like Instagram, Facebook and TikTok use algorithms that identify suspicious activities and may restrict the actual reach of profiles that use these features. Furthermore, consumers are increasingly aware and notice when a profile has fake followers and this, again, compromises the brand's credibility
Founder of the Digital Revolution, company specialized in digital marketing, Raphael Mattos points out that another recurring mistake is the excess of publications and the insistence on fleeting trends, como tendências, without connection to the company's purpose. Brands that saturate their social networks with irrelevant or repetitive content lose engagement and drive away followers because it becomes boring. Communication needs to be strategic, dynamic and coherent with the company's identity, this is what ensures a lasting relationship with the audience, explain
Organic growth can be achieved through real interactions and the delivery of valuable content. This is essential nowadays, regardless of the size of the company or what it sells, the virtual showcase that represents social networks strengthens brands and generates consistent results in the long term, but it is important to work with well-thought-out strategies, to avoid bringing only momentary attention, but the trust of the target audience
