Why do some people on social media seem to thrive on controversy while others struggle to get noticed? The answer is simple: controversy sells. It captures attention, ignites debates, and keeps people glued to their screens. In the digital age, where engagement is currency, those who master the art of stirring conversations—whether positive or negative—often find themselves cashing out big.
Take VERYDARKMAN, for instance. His fearless approach to social issues, unfiltered criticism of celebrities, and unapologetic opinions have turned him into a viral sensation. People love him, hate him, argue about him, but they never ignore him. The more his name trends, the more he profits from social media monetisation, brand partnerships, and increased visibility. The formula is simple: say something that shakes the table, get people talking, and watch the algorithm do the rest.
Nedu, known for his podcast “The Honest Bunch,” has also leveraged controversy to his advantage. Discussions around sensitive topics like relationships, gender roles, and celebrity drama always spark reactions. Every clip that triggers outrage or laughter floods social media feeds, ensuring continuous engagement. More engagement means more views, and more views translate to bigger sponsorship deals and advertising revenue. Social media rewards what keeps users active, and nothing does that better than controversy.
DeeOne, a former Big Brother Naija housemate, has carved a niche for himself by trolling fellow celebrities and making audacious statements. He thrives on provoking reactions, knowing fully well that the louder the backlash, the more traffic he generates. His social media presence is built on this strategy, making him a recurring figure in online discussions. The negativity fuels his visibility, which, in turn, attracts business opportunities. Controversy is not just noise; it’s a calculated business move.
Blessing CEO has mastered this game to perfection. From staging publicity stunts to making shocking remarks about relationships, she ensures she remains relevant. Even when she faces backlash, she doubles down, turning every negative comment into content. The engagement numbers rise, her platform grows, and brands see her as an influencer worth partnering with. In an era where influence dictates income, being talked about—whether for the right or wrong reasons—is the real power play.
Social media algorithms favour engagement, and nothing sparks engagement like controversy. When someone says something provocative, the audience responds—likes, comments, shares, duets, stitches, reactions. This creates a ripple effect, pushing the content to an even wider audience. The more controversial the post, the longer it stays in circulation, ensuring continued visibility and more financial opportunities. The equation is clear: controversy equals engagement, and engagement equals money.
Many influencers understand this and exploit it to their advantage. Bobrisky, for example, thrives on polarising conversations. Whether it’s about gender identity, luxury lifestyle, or social issues, every statement keeps people talking. The constant buzz leads to influencer deals, sponsored posts, and increased social media revenue. It’s a game of perception, and those who play it well reap the rewards.
Even mainstream celebrities tap into controversy to stay relevant. Burna Boy, Wizkid, and Davido have all had their fair share of online clashes, with fans taking sides in heated debates. Beyond fan wars, these controversies generate massive engagement, indirectly boosting music streams, concert ticket sales, and merchandise revenue. When people talk about you, they remember you. When they remember you, they consume your content. When they consume your content, money flows.
The impact of controversy extends beyond individuals to entire brands. Companies like Twitter (now X) have built their reputation on being the hub of online battles. The more debates and outrage happen on their platform, the longer people stay engaged, the more ads they see, and the higher the company’s revenue. News outlets also benefit, as clickbait headlines and sensational stories drive traffic, leading to increased ad revenue. The business model is clear: outrage fuels engagement, and engagement fuels profit.
However, playing the controversy game requires balance. Some people have faced severe consequences for crossing the line. Cancellation, loss of brand deals, and even legal troubles have hit influencers who pushed too far. But even in “cancellation,” there is often a redemption arc. With the right rebranding and another well-timed controversy, many bounce back stronger. The cycle repeats, and the money keeps flowing.
So, does this mean controversy is the only way to make money on social media? Not necessarily. Many content creators thrive on education, entertainment, and inspiration without courting drama. However, controversy remains one of the fastest and most effective ways to build a name, gain traction, and secure financial opportunities. It’s a high-risk, high-reward strategy that, when played wisely, turns social media personalities into household names and millionaires.
In a world where attention is the new oil, those who generate the most reactions hold the wealth. The digital economy thrives on visibility, and controversy ensures you stay in the conversation. The question is, how far are you willing to go to keep people talking?
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