When Going Viral Backfires: Why Not All Publicity Is Good Publicity

People often say, “all publicity is good publicity.” But is that really true in today’s world of fast-paced social media? The truth is that a viral video can sometimes do more harm than good to a brand’s reputation.

Some marketers assume that even negative attention is still valuable because it drives engagement and puts the brand in the spotlight. However, this ignores the long-term damage that viral negativity can cause such like lost trust, offended audiences, and lasting reputation issues.

A clear example is the recent Sydney Sweeney commercial for American Eagle. The ad played on the word “jeans” and her “genes,” referencing her being a white woman with blonde hair and blue eyes. Consumers immediately criticized it for a lack of inclusivity and for reinforcing outdated beauty standards. Many even noticed the similarity to an old Calvin Klein ad with Brooke Shields, which was controversial for oversexualizing her as a teenager, so that made the audience to feel weird about it. The backlash toward American Eagle was strong, showing how quickly a campaign can shift from buzzworthy to damaging.

A lot of people disagreed with the campaign, and many even said, ‘we will never shop there again.’ It’s unfortunate that a brand with so many years in the market, known for its quality, lost credibility with consumers because of the negative publicity from a single ad.

Always Remember that: “Not all publicity is good publicity, sometimes going viral can destroy the very trust a brand has worked so hard to build”.

In marketing, attention alone is not enough. Brands must carefully consider how their messages align with consumer values, because a single viral misstep can outweigh years of positive branding.