From social connection to cancellation
The Power of Social Media for Brands
Today, social media remains one of the most powerful tools a business, or individual, can use to connect with an audience. Platforms like TikTok and Instagram offer real-time communication that builds trust, community, and brand loyalty.
I don’t think I’m alone in checking TikTok before making big purchases, as what people say online often holds more weight than brand messaging itself. Social media allows for behind the scenes content, customer testimonials, and hyper-targeted campaigns that speak to very specific demographics. It’s efficient, authentic, and often more successful than traditional advertising.
The Rise of Cancel Culture
But with all its potential, social media also poses one of the biggest reputational risks today: cancel culture.
Cancel culture refers to the widespread practice of publicly calling out and withdrawing support from brands, companies, or individuals who are seen as having said or done something offensive, harmful, or controversial. The danger lies in the speed and scale as one insensitive post, old video clip, or poorly timed tweet can go viral in seconds. From there, the fallout can be immediate: trending hashtags, mass boycotts, and long-term reputational damage.
We’ve seen it happen to major brands such as Starbucks, who have been both praised and “canceled” multiple times, depending on how their actions aligned, or didn’t, with public sentiment on social or political issues. This happens with individual people as well, with creators, influencers, and CEOs who have had entire careers derailed by resurfaced content or controversial statements.
The Pressure to Stay Perfectly Online
The pressure to be constantly online and always posting also increases the risk. Social media doesn’t give much grace for nuance or context, and many users are quick to judge based on a single moment. For brands, this means walking a fine line between being authentic and being careful and proactive in aligning messaging with values.
The Importance of Listening
It’s also essential that brands actively listen and respond to their customers online. Brands that truly pay attention to what their audiences are saying are the ones most likely to maintain trust and loyalty in an increasingly fast-paced, reactive digital environment.
“Communication is 50% listening and 50% talking.”- Dave Kerpren, author of Likeable Social Media
This emphasis on listening isn’t just good practice, it’s essential in an era where missteps can quickly spiral out of control. At its best, cancel culture has forced brands to be more accountable. At its worst, it can destroy reputations without room for growth or learning. The key for businesses in 2025 is not just to show up online, but to listen, learn, and lead with intention especially in a space where one post can build a loyal following, while another can tear it down just as fast.
Hey, I’m Ashley!
I am a graphic & interactive designer passionate about creating purposeful, fun, and engaging design. Whether it’s a brand identity, a responsive website, or a social media campaign, I love connecting ideas with strategy to make work that’s not only beautiful, but effective.
