Brands are deliberately causing problems to be talked about on the internet.
In today’s digital age, social media has become an integral part of our lives. It has revolutionized the way we communicate, interact, and consume information. With the rise of social media, brands have also found a new platform to promote their products and services. However, with the increasing competition, it has become difficult for brands to stand out from the crowd. As a result, some brands have resorted to creating controversies and problems to be talked about on the internet.
The concept of creating controversies to gain attention is not new. It has been used by brands for decades to generate buzz and increase sales. However, with the advent of social media, the impact of such controversies has increased manifold. Brands are now able to reach a wider audience and create a buzz within minutes. This has led to a new trend of deliberately causing problems to be talked about on the internet.
One of the most common ways in which brands create controversies is by using shock tactics. They create ads or campaigns that are provocative, offensive, or controversial. These ads are designed to grab attention and generate a buzz. The more controversial the ad, the more likely it is to go viral. Brands know that controversy sells, and they use it to their advantage.
For example, in 2017, Pepsi released an ad featuring Kendall Jenner that was widely criticized for trivializing the Black Lives Matter movement. The ad showed Jenner handing a can of Pepsi to a police officer during a protest, which many people found insensitive and tone-deaf. The ad generated a lot of controversy and backlash, but it also generated a lot of publicity for Pepsi.
Another way in which brands create controversies is by taking a stance on a controversial issue. Brands know that taking a stance on a controversial issue can generate a lot of attention and publicity. They also know that it can alienate some customers. However, they are willing to take the risk because they know that the benefits outweigh the risks.
For example, Nike’s “Believe in something. Even if it means sacrificing everything” campaign featuring Colin Kaepernick generated a lot of controversy. Kaepernick is a controversial figure who has been criticized for kneeling during the national anthem to protest police brutality. Nike’s decision to feature him in their campaign was seen as a bold move that could alienate some customers. However, it also generated a lot of attention and publicity for Nike.
Brands also create controversies by using influencers. Influencers are social media personalities who have a large following and can influence the opinions and behaviors of their followers. Brands often collaborate with influencers to promote their products and services. However, some brands also use influencers to create controversies.
For example, in 2018, Logan Paul, a popular YouTuber, posted a video of himself in Japan’s “suicide forest” that showed a dead body. The video generated a lot of controversy and backlash, but it also generated a lot of attention and publicity for Logan Paul. Some brands continued to collaborate with him despite the controversy, knowing that his controversial image could generate more attention for their products.
While creating controversies can generate a lot of attention and publicity for brands, it can also backfire. Brands that create controversies risk alienating their customers and damaging their reputation. They also risk facing legal action and backlash from the public.
In conclusion, brands are deliberately causing problems to be talked about on the internet. They use shock tactics, take a stance on controversial issues, and collaborate with influencers to create controversies. While this strategy can generate a lot of attention and publicity, it also carries risks. Brands need to be careful when using this strategy and ensure that they do not cross ethical and legal boundaries. Ultimately, brands need to focus on creating value for their customers and building a strong reputation based on trust and authenticity.