What to Do When Your Brand Goes Viral for the Wrong Reasons
Most brands dream of going viral… Until it happens for all the wrong reasons.
A careless tweet, an ill-timed campaign, a tone-deaf trend jump — and suddenly your notifications are flooded, your staff are panicking, and someone’s cousin has tagged the Daily Mail.
In our work with brands and public figures, we’ve seen this scenario unfold time and time again. The mistake might be small, but the reaction is instant. And if you don’t handle it properly, the damage can spread faster than the post itself.
Here’s what you need to know — and what to do next.
1. Pause, Screenshot, Save
Your first move isn’t to reply. It’s to stop everything. Pause all scheduled posts, paid ads and community management activity until the situation is assessed. Then document everything. Take screenshots of the original post, the responses, and any DMs or comment threads before anything is edited or deleted.
If the original post has been taken out of context, evidence matters. If legal becomes involved, timestamps and receipts matter even more.
2. Avoid the Urge to “Clap Back”
When emotions are high, some brands are tempted to go defensive. A sarcastic reply. A passive-aggressive story. A half-joke in the comments section. Don’t. It might feel satisfying, but it will escalate the situation and make your brand look immature or dismissive.
Even if the outrage seems disproportionate, remember this: other people will only see your reaction, not your intent. Be the adult in the room.
3. Read the Room, Not Just the Mentions
Just because you’re being criticised loudly doesn’t mean everyone is angry. Use social listening tools to look beyond your mentions. What is the sentiment in quote tweets, in Reddit threads, or in group chats if you have access to that data?
If the backlash is isolated to one influencer’s audience, that’s different to a national news cycle. If your core customers are unaffected, overreacting can actually draw more attention than the post itself.
4. If You Need to Apologise, Do It Properly
An effective apology has three parts:
Acknowledgement of what went wrong
Ownership without deflection
A clear next step (internal review, policy change, etc.)
Avoid the non-apology phrases like “we’re sorry if you were offended” or “we’re learning and growing every day.” They’ve become so overused they read as scripted. Use human language. Make it specific. And if legal needs to be involved, work with comms to keep the tone direct and not robotic.
5. Don’t Delete Unless You Have To
Deleting a post too quickly can look like you’re trying to cover something up. But leaving it up without context can also inflame the situation.
If you delete, say why. A short pinned post or comment explaining your reason is often enough: “We’ve removed a recent post following feedback and are reviewing our messaging. Thank you for flagging.” This shows you’re paying attention and not trying to hide.
6. Use Your Owned Channels Wisely
If backlash is building on one platform, don’t assume your entire audience is aware. Unless it has hit national media, avoid posting blanket apologies across every channel — it can make the issue seem bigger than it is.
Use your most engaged platform to respond first, then consider whether to extend the message elsewhere based on traction. And never issue a formal apology in Instagram Stories. Save it for a proper post.
7. Don’t Panic Internally — Communicate Calmly
In the background, staff may be anxious. Junior team members may be receiving abusive messages. Community managers often bear the brunt of digital rage while leadership stays silent.
Internally, explain what’s happening. Set clear rules for who responds, how moderation is handled, and when leadership will step in. A calm internal tone helps avoid panic-fuelled mistakes.
8. Learn From It — Quietly
Once the noise dies down, do a proper post-mortem. Was the issue the content itself, the timing, the platform, or something deeper in your brand culture?
Not every misstep needs a public debrief, but every one deserves a private one. The worst response to going viral for the wrong reasons is assuming it was just a one-off.
You can’t always predict what will go viral. But you can control how you respond. And in most cases, reputation isn’t destroyed by a mistake — it’s destroyed by how that mistake is handled.
At Honest London, we specialise in guiding brands through digital storms, no matter how loud. If you’re facing a backlash or want to prepare before one ever hits, we’re ready.