In today’s digital world, a brand’s reputation can be shattered in an instant.
The very marketing trends designed to drive hyper-growth—from aggressive AI personalization to edgy viral content—can quickly lead to public backlash if not handled with extreme care.
The “move fast and break things” approach to marketing is becoming increasingly dangerous.
As global consumers grow more conscious of data privacy and authenticity, the line between a clever campaign and a creepy one is razor-thin.
To learn how to innovate safely, the BoostMyDomain team asked seasoned business leaders and digital experts for their insights on navigating these risks:
“In your opinion, what is a single digital marketing trend that companies should approach with restraint to avoid sustainability issues, unwanted or excessive exposure, or even backlash?”
Their responses offer a crucial guide to protecting your brand while still making an impact in a crowded digital world.
Read on!
Dennis Shirshikov
As a real estate, finance and digital marketing expert, I’ve picked up on a few trends over the years, and one of these trends that companies should take into consideration is the overuse of influencer marketing.
It can be a great way to drive traffic now and generate brand awareness, but it’s easy to ignore potential long-term sustainability issues in the process.
If products or services are made to be too sexy via influencers especially short term ones, it can damage the credibility of a brand. Moreover, if an influencer’s career changes or a scandal happens, the companies linked with them may experience unwarranted repercussions.
One of the case in point for this is the many overexposed campaigns which influencers took some part in scandals, to name a few, and put the brand in a panic mode to save face.
Head of Growth and Engineering, Growth Limit
Natalie Rowe
I’m noticing a backlash from people’s audiences from everyone jumping on the ManyChat bandwagon. It’s all starting to feel a bit excessive.
The prompts to comment are getting increasingly random or awkward (“Comment 3.14159 if you want the thing!”) and audiences are catching on. They know exactly what’s happening, that commenting triggers a bot, they’ll get a DM, and then bam: they’re in your email funnel.
It’s not clever anymore. It’s predictable. And instead of creating connection, it often creates resistance.
Rather than feeling like value, it feels like a trick, and people scroll straight past.
Of course, building your email list is the smart thing to do. But if the method feels forced or overused, you lose the thing that matters most, trust.
Founder, Web Designer & Digital Marketing Specialist, The September Studio
Harry Fozzard
The most dangerous digital marketing trend companies should avoid is treating AI as a content factory rather than a creative tool.
AI can dramatically increase output, but the rush to publish more has led many brands to sacrifice their unique voice for generic, templated messaging. This erodes brands by imposing a generic approach where breaking through the noise demands a distinctive voice and message.
When companies flood channels with obvious AI content, they signal to customers that efficiency matters more than genuine connection.
Use AI to brainstorm ideas, refine messaging, and optimize performance—but always filter everything through human insight and a clearly defined brand voice.
The goal should be better content, not just more content.
Harry Fozzard
Director, Lumikha Teams
Matthew Goulart
One trend I advise brands to handle with caution is over-personalized ad targeting using third-party data.
It may seem like a shortcut to conversion, but it can backfire.
With 68% of consumers concerned about how companies use their data Pew Research, invasive targeting often triggers distrust.
The backlash against creepy ads isn’t just anecdotal, Apple’s iOS privacy changes alone cost platforms over $10 billion in ad revenue.
Instead of squeezing every drop from user profiles, businesses should pivot toward value driven content and first-party data.
Don’t sacrifice long-term trust for short-term metrics.
Founder, Ignite Digital
Alexey Kachalov
AI-generated content is everywhere now, but there’s a deeper risk many miss: trusting AI too much for strategic decisions like SEO planning or defining your ideal customer profile (ICP).
At UniOne, we’ve seen how relying too heavily on AI tools for this can slowly take a company off course.
These tools are helpful, but they’re not perfect. AI can misread data, miss context, or suggest the wrong direction entirely.
If your strategy is built on those mistakes, the long-term impact can be serious: the wrong audience, poor performance, and lost focus.
Use AI to support your thinking, not replace it. Real customer insights and human judgment still matter most.
CTO & Co-founder, UniOne
Joe Papagoda
One trend companies should approach with restraint is the unfiltered use of AI-generated content.
While AI tools like ChatGPT or Jasper can accelerate content creation, publishing low-quality, generic material risks not only audience disengagement but also penalties from search engines like Google, which prioritize originality and helpfulness.
The smart approach is to use AI as a starting point, a brainstorming tool to outline or ideate, and then refine it with human insight, brand voice, and creativity.
That balance preserves authenticity, builds trust, and ensures long-term content sustainability.
CEO, Entrepreneur, Artist, Artfinest.com
Hanifah Daniel
Be careful with flooding the internet with AI-written articles.
Pumping out hundreds of robot-written posts may look like easy traffic, but readers spot the sameness fast and click away.
Google already dings sites that rely on “copy-paste” AI content, and a single update can wipe out most of that traffic overnight.
Use AI as a drafting helper, then add real expertise and a fresh point of view before you hit publish.
Mental Health Copywriter, Amani Copywriting
Ayush K
One trend I believe companies should approach with caution is purpose-driven marketing when it’s not backed by real action. It’s tempting to jump on social or environmental causes because they generate engagement, but if the brand doesn’t actively support that cause through its operations or partnerships, it can quickly lead to backlash.
At Tecknotrove, we’re mindful of this, especially because we operate in industries where safety, ethics, and responsibility are non-negotiable. If we communicate a value, it has to be reflected internally, whether it’s about sustainability in manufacturing simulators or promoting safety-first narratives in mining.
Audiences are sharper now. They can sense performative branding from a mile away. My advice is: only speak about a purpose if you’re willing to be held accountable for it. Otherwise, it’s better to stay silent than to lose trust.
Digital Marketing Strategist, Tecknotrove
Kritika Kanodia
One digital marketing trend I believe companies should approach with restraint is excessive influencer partnerships, especially with micro-influencers who lack niche alignment.
At Estorytellers, we’ve seen brands rush into influencer marketing for quick visibility, only to face backlash due to inauthentic or tone-deaf collaborations.
Overexposure dilutes brand credibility, and when influencers promote multiple conflicting products, audiences lose trust fast. We’re also in an era where consumers value sustainability and transparency, so overusing influencers to push mass consumption can feel irresponsible.
Instead, I suggest a quality-over-quantity approach. Work with fewer, truly aligned voices who reflect your brand’s values and ethics.
Remember, in digital marketing, more isn’t always better. You should choose compatibility over reach, and stay true to your brand’s purpose.
On behalf of the BoostMyDomain community of readers, we thank these leaders and experts for taking the time to share valuable insights that stem from years of experience and in-depth expertise in their respective niches.
BoostMyDomain invites you to share your insights and contribute to our authoritative publication. Reach a wider audience, build your credibility, and establish yourself as a thought leader in an industry that caters to every business with an online presence!