Outrage Baiting: Influencers Risk Brand Image for Attention
User-generated content designed to meet the demand for instant entertainment has become a popular marketing tactic to capture audience attention. Positive examples, such as this campaign by Papa John's, demonstrate the brand's targeted approach in engaging customers effectively.
But, we know that such content could turn alarming as covered in our past story.
The recent spate of outrage baiting points to a trend where some content creators set out to provoke intense reactions - often anger or frustration - mainly to generate attention, views, and engagement.
Adeline Chang, a Malaysian "influencer", caused significant backlash on social media due to her alleged participation in several food business stunts, with her sister Alice also involved in similarly controversial acts.
Adeline’s actions included purportedly mocking a disabled food delivery worker in her posts, sparking accusations of insensitivity and raising concerns about her impact on public discourse online. This controversy comes on the heels of past incidents, such as Alice's involvement in improper food handling while allegedly working at a popular restaurant, which led to her quick dismissal.
Both sisters have been at the center of discussions questioning their motivations and seeking accountability for their online conduct. These incidents show how calculated provocations on social media can backfire, drawing widespread criticism and potential impact to brands.
But in contrast, a 2011 example of alleged improper food handling by KFC workers may not have had the widespread attention the Chang sisters have received, likely due to the limited reach of social media and fewer platforms for sharing user-generated content at that time.
With multiple content channels to use, food and beverage businesses need to be clear about their social media policies for staff and communications, while at the same time ensure their teams are alert of contentious chatter affecting their brands.
In mitigating controversial content, companies could take a lesson from McDonald’s, when it dealt with former president Donald Trump’s surprise visit.
Communications expert Max Forsyth commented in his LinkedIn post about the fast food chain’s strategic communications in maintaining objectivity. In Forsyth’s words, “The language and tone are spot on. They quickly establish political neutrality and make their position clear. I love the line, "We are not red or blue—we are golden."
Communication is not just about quick troubleshooting measures or removing offending materials, but responding swiftly with the right tone to maintain professionalism and positive engagement with customers.
In light of this, let us at Faqcheck help you monitor sentiments and understand how narratives evolve quickly in this complex world. Contact us for a free consultation at liyana@faqcheck.org.
