How Brands Can Recover From A Social Media Backlash

Picture this: a major brand releases an ad. They think it’s powerful and moving. But the internet disagrees and faces social media backlash. In 2017, Pepsi faced a huge storm of criticism over an ad featuring Kendall Jenner. The ad showed her bridging a gap between protesters and police with a can of Pepsi.

It was meant to show unity, but it came across as tone-deaf and insensitive.

The backlash was swift. People flooded Twitter with angry posts, accusing Pepsi of trivializing real social justice movements. Memes and criticism spread like wildfire. The message was clear: the public was not happy. Within 48 hours, Pepsi pulled the ad and apologized.

This story shows how quickly a company’s reputation can be hit. Social media has made it easy for people to share opinions—good or bad—instantly.

IMAGE: UNSPLASH

Why Social Media Storms Are Serious

A backlash on social media isn’t just a bunch of angry tweets. It can seriously hurt a brand’s image. A study found that 94% of people said bad reviews or criticism online make them less likely to support a brand.

In Pepsi’s case, the company’s attempt to create an impactful ad turned into a PR nightmare.

Social media storms can go beyond Twitter. They can spill over into news stories, late-night talk shows, and even regular conversations. This can lead to lost customers, decreased sales, and long-lasting damage to trust.

One ad can suddenly make a brand look disconnected from the very people it’s trying to reach.

What Triggers Backlash?

Not every mistake sparks a huge reaction, so what makes some ads blow up in a bad way? usually, it’s a mix of factors.

Cultural Insensitivity: Ads that fail to consider the full impact of cultural symbols or events can come off as thoughtless. In Pepsi’s case, the ad seemed to dismiss real protests and struggles for justice.
Poor Timing: An ad released during a sensitive time or event can be seen as out of touch. This can make even small issues seem much worse.
Celebrity Endorsements: While big names can boost attention, they can also backfire. If the celebrity doesn’t fit the ad’s message or context, the public may reject it.

When a brand hits one or more of these triggers, backlash is likely to follow.

Immediate Actions To Take

1. Take Responsibility Quickly

When backlash hits, the first response matters a lot. Brands that ignore or try to downplay the issue usually make things worse. Apologize quickly and make sure it’s sincere. If you sound defensive or insincere, people will notice.

2. Pull The Problem Ad

If the ad is still out there, remove it. Keeping it up only fuels more negative comments and shares. In the case of Pepsi, taking down the ad was a smart first move, even though it didn’t fix everything. It showed that they recognized there was an issue.

3. Engage With Followers Carefully

A quick response is important, but how you respond is just as critical. Brands should respond calmly and respectfully. Don’t argue with angry comments. Instead, offer to continue conversations privately and show that you’re listening.

How To Rebuild Trust

1. Own Up To Mistakes

Admitting a mistake can be hard, but it’s necessary. People respect a brand that can own up to its errors. In Pepsi’s case, the apology was a start, but some critics felt it didn’t go far enough.

A better approach would have been a more detailed explanation and plan for change.

2. Learn And Make Changes

Actions speak louder than words. A brand must show that it’s learned from the backlash. This can include creating guidelines for future campaigns or consulting with diverse teams before launching new ads. By showing growth, a brand can slowly rebuild trust.

Statistics support this: A 2022 survey found that 78% of consumers are more likely to support a brand that actively listens and improves after criticism.

3. Highlight The Positive

If your brand has done good work in the past, remind your audience. This should be done in a natural way. Highlight past campaigns or efforts that show you are not just reacting to backlash but are committed to being a responsible company.

Building A Stronger Strategy

1. Involve Diverse Voices

One of the best ways to avoid future backlash is to have a variety of voices involved in planning ads and campaigns. This means consulting with people from different backgrounds and cultures. What may seem harmless to one person could be offensive to someone else.

Diverse teams can help spot potential problems before they become public.

2. Test Before Launching

Before an ad goes live, test it with focus groups. This can give you a sense of how the public might respond. Social media can be unpredictable, but testing can help catch glaring issues.

3. Have A Crisis Plan

A crisis plan should be ready long before it’s needed. This plan should include clear steps for how to respond if backlash happens. That way, you won’t be scrambling for a solution when every minute counts.

A good crisis plan can help contain the situation and prevent it from getting out of control.

Examples Of Better Apologies

Pepsi’s response wasn’t the only time a brand faced public criticism. In 2018, H&M ran into backlash for a racially insensitive ad. They issued an apology, removed the ad, and promised to hire a global leader in diversity. This showed a step in the right direction.

While trust wasn’t restored overnight, their approach was seen as genuine.

Another example is when Nike faced criticism for their Colin Kaepernick ad. The company stood by their message and even saw a 31% boost in sales after the initial backlash. This worked because Nike’s ad aligned with their brand values.

It shows that if you take a strong, honest stand, even backlash can lead to a positive outcome.

Final Thoughts

Social media backlash can hit hard and fast. Brands need to be prepared. The key is to act quickly, take responsibility, and show that you’re committed to change. While mistakes will happen, the way a brand responds can make all the difference.

Address issues openly, learn from them, and work to improve.

If your company needs help managing an online crisis, resources like erase.com can guide you. With the right approach, a brand can survive even the most intense Twitter storm and come out stronger.