In South Africa’s ever-scrolling, algorithm-tangled influencer economy, the saying “there’s no such thing as bad publicity” is getting a TikTok remix. From cancel culture sagas to spicy tell-alls, some of our fave (and not-so-fave) creators are discovering that a little drama might just be the fastest route to the “For You Page”—and the bank!
Let’s be real: Controversy is the double-shot espresso of engagement. One tweet, one dodgy DM, or one questionable outfit at an awards show, and suddenly everyone’s a digital detective. Suddenly, there’s an influx of Influencer gigs and fans who just can’t look away!
Take, for example, a well-known local YouTuber who stirred the social media pot with a spicy opinion about the state of local politics during a live stream. Their comment set off a chain reaction, major backlash on Twitter, heated debates on talk radio and even a few awkward brand statements. Yet somehow, despite the uproar, their subscriber count shot up, podcast invites rolled in, and they landed a segment on a prime-time talk show. Whether you call it luck, strategy, or “chaos magic”, it worked!
Cue the outrage, subtweets and a hashtag meltdown.
Brands panicked! Followers unfollowed. But plot twist: views exploded and new fans appeared. Turns out drama doesn’t just trend, it converts, and their merch sold out faster than a Wi-Fi signal at a café on a Monday morning.
But hold your likes, let’s not romanticise the chaos. Some influencers fumble the bag completely! Offensive comments, terrible non-apologies and the inability to read the room? That’s how you go from viral to vanished. Bad PR can still be bad if you don’t handle it with care (and maybe a good PR team).
As for brands? They’ve got to tread carefully! Partner with the wrong creator and you’re looking at cancelled carts, trending backlash and “We’ve taken your feedback seriously” posts. But then some brands lean into the moment, those bold enough to turn shade into strategy and controversy into clout.
Here’s where it gets juicy
Sometimes, controversy actually opens the door to real, raw conversations. We’ve seen creators use their mess-ups (or clapbacks) to spotlight gender-based violence, politics, non-binary visibility, crime, and the dark corners of the influencer industry. In these moments, controversy becomes more than chaos, it becomes extremely educational.
So what’s the verdict?
In this wild influencer economy, controversy can boost sales, bring attention to causes and build stronger voices. But it can also blow up in your face if there’s no growth, no accountability, and just another tired notes app apology.
Bottomline!
If you’re an influencer or a brand, don’t fear the heat; just be smart about how you handle it. Controversy can fuel your momentum or burn bridges, so know when to lean in, when to log off, and when to let the PR pros take the wheel. Don’t play with fire unless you’ve got the extinguisher. Be real, be responsible and if you’re going to stir the pot, at least season it properly.
Because in the land of likes, shares, and receipts, even a scandal can start a movement or a comeback tour. Just don’t forget to proofread your captions.
