TBH There’s No Such Thing as Bad Publicity for Online Brands

As social media has transitioned into becoming the dominant broadcast media of the 2020s, it feels like being present as a brand in the space is less of a choice and more of a mandatory component of modern advertising. With this nature of choice somewhat removed, the positive and negative effects need to be considered more in the sense of risk and reward. Social media is also a space of constant fluctuation, as a strategy which can positively affect a brand for a time can easily flip to having the opposite effect. In the case of tbh skincare’s unexpected virality, the negative effects of personal attacks and misogynistic vitriol were obviously incredibly hard to weather, both as a brand suddenly thrust into the spotlight and as human beings with valid emotions behind the account.

However, a positive from this (if such a positive can be extrapolated) was the elusive effect of cut-through, the ability to transcend the AI-cluttered, spon-con marketplace and drive conversation and engagement. It’s easy to see how it becomes increasingly difficult to measure positivity and negativity on platforms. Engagement in the form of likes, comments, saves and shares remains the dominant metric for success, though as we can see in the case of tbh skincare, these metrics remain quantitative rather than qualitative. 

 

We should move away from this idea of ‘clapping back’ as the future, as it’s clear that any social media ‘moment’ will be just that, a moment. The ephemeral nature of virality, which often fades as fast as it rises means that clapping back serves as a temporary solution. A stronger approach would be to build your brand’s social media presence with authenticity and dedication to your core values. This way, even if an unexpected wave of criticism or a viral piece of content spreads, this can at least prompt confidence in your own mission or a re-evaluation at the heart of your brand, which can only ever be positive. Being authentic, both in strategy and community management, means that ‘clapping back’ can exist as a core part of your tone of voice and not slapped on at the last minute as an ill-fitting quick fix. 

 

With tbh skincare, the most interesting element to this story is the idea of the online world dissolving barriers between the microcosm and the macrocosm. Andrew Tate is a hugely famous and notorious figure, yet the accelerationist nature of the online world allows him to exist in the same space as an Australian skincare brand’s office humour. One might argue that these worlds should never overlap, and yet they do. The result is this bizarre friction, capitalism as schizophrenia. Brands, indeed, everyone, must exist in this space, as it’s the dominant information channel of our age. The foundation of social media platforms such as Meta is built on data manipulation, active encouragement of partisan political division and content echo-chambers. This makes it easiest for an audience to direct this hostility toward an abstracted brand online, as they feel ‘faceless’ in their status.

 

It's paramount to view these platforms un-idealistically and in their totality, this stance alone will allow brands to pragmatically craft a social media presence which aligns as closely as possible to their core values and identity. Above all, authenticity remains the last true currency on social media, as it’s the hardest element to falsify and the easiest for an audience to identify a lack of.

The tbh skincare controversy is a masterclass in how modern brands can manage backlash and turn it into gold. The backlash, largely fuelled by online misogyny, could have easily sunk lesser brands. Instead, they transformed adversity into a platform for brand promotion. Creating a new product bundle for those following the drama? Pure genius.

Social media offers brands unprecedented access to their audience, but it also brings the risk of very public missteps. The opportunities for brands on social media are clear: earned reach, increased engagement, and the chance to authentically and meaningfully connect with their audience. However, the negatives are equally daunting: public backlash, the ever-present trolls, and the constant need for crisis management. ‘Clapping back’ has become a badge of honour for some brands, demonstrating they won’t be pushed around. When done right, it’s a display of confidence and relatability, but it’s a tightrope walk—lean too far and you risk appearing petty or unprofessional. 

In a world where a brand's reputation is increasingly built or broken online, marketers must strategically determine where and how to engage. Navigating these challenges requires a clear social media policy, a commitment to authenticity, and a focus on empowerment and resilience. By doing so, they can not only weather the storms but turn them into opportunities for growth and deeper engagement.

In today's dynamic digital landscape, brands have an unprecedented opportunity to become an integral part of cultural moments through social media. The interaction between culture and creativity is a continuous loop—culture drives creative content, and creative content, in turn, can shape culture. 

 

tbh skincare is a prime example of a brand that has successfully leveraged social media, capitalising on trends and cultural moments to achieve significant visibility and engagement. 

 

For brands to succeed in this space, agility is key. This often requires rethinking traditional approval processes to quickly respond to emerging trends. Being attuned to the zeitgeist and having team members who can identify and act on these opportunities is crucial. 

 

At Fabulate, we are relentless in staying connected to these cultural moments. Our commitment ensures that clients who wish to seize these opportunities can do so effectively, driving both brand relevance and success."

 

 

Knowing who you're not for is as important as knowing who you're for. If you're getting backlash from people that your brand is for, then it’s worthwhile taking the time to understand what they're saying and engage. If you're upsetting people your brand isn't for, then that could further enforce your brand position. Any good female-focussed make-up brand wouldn’t want Andrew Tate's approval. And if they got it, they'd have a bigger problem!

  

Building a brand online means fewer touchpoints and the ability to build trust with an audience over time. It is a more immediate medium and therefore audiences are quicker to make judgments and decisions about a brand they see online.

 

Brands build fandoms online by connecting with their core audience regularly and authentically. Understanding the culture around their brand is important as well as where their audiences spend their attention, so they can engage meaningfully in the right way and speak their audience's language.

 

Angry people are noisy people, while contented people get on with things. This means that brand comments sections can be more visibly negative, while other scrollers don't get to see the more passive, yet positive, engagements – likes, shares etc.

 

Know your lane and stay in it. If you do choose to play with trends, be early or make sure you add your own spin on the trend. Brands can use trends really successfully, but the stakes are higher.