The pursuit of visibility on social media is almost mandatory nowadays and should be a priority for companies that want to acquire 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 a larger audience, as well as to strengthen their brand, generate leads, and maintain contact with current customers.
The problem arises when the need to stand out leads to strategies that compromise credibility and generate negative long-term impacts, 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 ultimately drive customers away," he says.
According to Raphael, one of the riskiest practices is using controversy as a marketing tool. Provocative or sensationalist posts can generate immediate reach, but they can also result in negative reactions and even boycotts. Companies that engage in controversial topics without a clear strategy or that are slow to react end up losing credibility and facing impacts on their results. “The viral spread of content doesn't guarantee a positive return. If the approach is poorly received – as happened recently with Tânia Bulhões, who was slow to speak out about a problem – the brand can be associated with negative values and have its image damaged,” says the expert 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 harms real engagement and compromises public trust. Platforms like Instagram, Facebook, and TikTok use algorithms that identify suspicious activity and can restrict the real reach of profiles that use these features. Furthermore, increasingly savvy consumers notice when a profile has fake followers, and this, again, compromises the brand's credibility.
Raphael Mattos, founder of Revolução Digital, a company specializing in digital marketing, points out that another recurring mistake is the excess of publications and the insistence on fleeting trends, without connection to the company's purpose. “Brands that saturate their social networks with irrelevant or repetitive content lose engagement and alienate followers because it becomes boring. Communication needs to be strategic, dynamic, and consistent with the company's identity; this is what guarantees a lasting relationship with the audience,” he explains.
Organic growth can be achieved through genuine interactions and the delivery of valuable content. This is essential nowadays, regardless of the company's size or what it sells; the virtual storefront represented by social media strengthens brands and generates consistent long-term results. However, it's important to work with well-thought-out strategies to attract not just momentary attention, but to build trust with the target audience.
