In today’s digital world, social media platforms have evolved far beyond their original intent of connection and conversation.
Many are now adopting pay-to-play models, where both users and brands must invest to see real engagement. This means brands and people want to see immediate return on their investment – and when it comes to individuals, shock value wins.
With X (formerly known as Twitter) and Facebook offering monetary incentives to create viral noise on the platform, users are turning to any means necessary to get those clicks. So, what does that mean for brands whose ads are being served alongside this shock value content?
Social media’s growing “pay-to-play” ecosystem
At the heart of this conversation is monetisation. Verification, once a symbol of authenticity and credibility, is now a purchasable status symbol on X and Meta. Ad spending has become essential for reaching new audiences on Facebook, as organic reach declines dramatically year after year. Individuals and brands, once able to thrive on creativity and organic interaction, now need to shell out to stay visible. As a result, the cost of maintaining a meaningful social presence is climbing.
But is there another way? Sadly yes… through impact, one way or another. Users themselves can monetise their content if it goes viral. Social media platforms have become battlegrounds where controversy, shock value, and divisive content often outperform thoughtful, creative messaging. In this volatile environment, brands risk being drowned out by the loudest voices – or worse, becoming associated with the chaos.
The rise of shock value for virality
As monetisation becomes increasingly tied to engagement, the quickest route to financial success on these platforms often involves being controversial to generate more reactions, comments, and shares. This phenomenon has turned platforms like X and certain corners of Facebook into graphic cesspits, where the most outrageous content including fighting, crime, and nudity can rise to the top of feeds.
For brands, this presents a dilemma. Being present on platforms filled with explicit content can damage a company’s image. How do you compete for attention in a landscape where extremism often garners the most engagement? More importantly, should brands even want to be part of such an online ecosystem?
The Elon Musk Factor
Elon Musk’s takeover of X has amplified this issue. By embracing an “anything goes” approach to free speech, Musk has created an environment where almost all content is permitted, from political extremism to graphic violence. This open policy means that the more divisive or controversial your content, the more likely it is to get attention… and even earn money.
While this strategy may benefit some individual creators, brands are left to navigate a difficult terrain. Brands may find themselves caught between their need for visibility and the risk of reputational damage, particularly when they are forced to advertise alongside controversial or harmful content.
The impact on brand presence
The overall effect is that many brands are re-evaluating their presence on platforms like X. The emphasis on divisiveness for engagement and the increasingly graphic nature of the content being shared are causing some businesses to question the value of staying on these platforms. Take Greenhouse Communications agency as an example, X no longer fits with their outlook and culture and they have decided to pause all activities on the platform.
A 2022 study by the Pew Research Center (www.pewresearch.org) found that nearly half of social media users have encountered content they found distressing or offensive. When brands appear in users’ feeds alongside disturbing content, it can erode trust and harm their reputation. This concern has led some companies to shift their focus to other marketing channels, such as influencer partnerships or alternative platforms like TikTok or Twitch, which, despite their own controversies, are seen as more brand-friendly and less dominated by shocking content – at least for now.
A new era for brands on social
Brands must carefully evaluate the risks and rewards of maintaining a presence on platforms where divisive and controversial content thrives. Instead of following the race for virality at all costs, companies should focus on strategic, values-driven engagement. This means identifying platforms that align with their brand ethos and investing in more targeted, high-quality interactions rather than simply aiming for reach. For instance, channels like TikTok or Twitch, despite their challenges, can offer more suitable opportunities for community building without the same level of reputational risk as platforms dominated by shock value.
Adopting a thoughtful strategy also means diversifying your marketing mix. Rather than relying heavily on any one platform, explore alternatives like influencer collaborations, owned media channels, or niche platforms where trust and authenticity are more achievable. Additionally, brands should be intentional about where their ads appear through more refined ad placements, ensuring they aren’t inadvertently associated with harmful content. Ultimately, social media success isn’t just about visibility but about building meaningful connections, something best achieved when a brand’s presence aligns with both audience expectations and its core values. And with avenues like this, its where people like us at Whistle can support your comms journey.
Authored by Adam Palmer, Social Media Account Director
