Thanks To Digital Era, Trolls Worth More Than Appreciation

There is a very famous quote in the field of marketing and advertising. “There’s no such thing as bad publicity. All kinds of publicity is good publicity regardless of positive or negative.” This is becoming overwhelming evident if we look at the latest trends in terms of marketing in this digital and social media era.

In today’s digital era, trolling has evolved into a powerful marketing strategy. Brands and individuals are increasingly leveraging controversies and online backlash to gain attention, boost visibility, and even drive sales. This trend is being observed globally as well as locally.

A global example is Tesla. When Elon Musk reportedly got Donald Trump to purchase a Tesla vehicle, it created massive buzz. Despite the polarizing nature of both personalities, the move grabbed headlines and sparked discussions, ultimately benefiting Tesla’s brand presence and sales.

In India, particularly the Telugu states, some betting apps became widely known after celebrities endorsed them. Although these endorsements triggered criticism and trolling, they also brought these platforms into the spotlight, generating user interest and sign-ups.

A more controversial local case is Alekhya Chitti Pickles from Rajahmundry. The brand gained sudden fame after a leaked phone call with abusive language went viral online. The founders were heavily trolled, but the attention also brought massive traffic to their brand. Unfortunately, the negative publicity outweighed the benefits, forcing them to shut down operations eventually.

These examples show how trolling can act as a double-edged sword. While it can give a brand explosive visibility, it also risks long-term reputational damage. Using trolling as a marketing tool may yield short-term gains, but sustaining credibility and consumer trust remains critical for long-term success.