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The Streisand Effect refers to a phenomenon where attempts to suppress information only draw more attention to it. It originates from an incident involving the famous singer and actress, Barbra Streisand, in 2003.
Streisand tried to prevent aerial photographs of her Malibu home from being published as part of a project documenting coastal erosion. Ironically, her legal efforts to suppress the images, which were relatively unknown at the time, brought them into the public eye. Before her lawsuit, the photo had been viewed only a handful of times, but after news of her attempt to remove it spread, millions downloaded and shared the image.
With 66% of the world’s population now connected to the internet, the Streisand Effect has become even more likely. Information can spread like wildfire and efforts to censor or control it often backfire, drawing even more attention to what was meant to be hidden. The Streisand Effect serves as a powerful reminder that in our hyper-connected world, trying to suppress information can have the opposite effect, making it nearly impossible to control the narrative.
In June 2014, taxi drivers across a variety of European cities took to the streets to protest against Uber, a ride-hailing app that uses GPS to connect users with nearby drivers. At the time, Uber was still gaining traction in these major cities. However, the protest backfired spectacularly, triggering the Streisand Effect. Instead of slowing down Uber's rise, the protest caused a surge in interest. Uber reported an 850% increase in app downloads compared to the previous week. The protest had unintentionally catapulted Uber into the spotlight, driving its popularity even higher.
After Beyoncé’s high-energy performance at the 2013 Super Bowl, BuzzFeed posted 33 photos of her ‘fiercest moments’. However, some images were less than flattering, and Beyoncé’s publicist politely asked BuzzFeed to take them down. Instead, BuzzFeed doubled down, publishing a new post titled ‘The Unflattering Photos Beyoncé’s Publicist Doesn’t Want You To See’.
While the original post didn’t gain much traction, the follow-up went viral. It included the publicist’s email, listing the exact photos deemed unflattering, which the internet quickly turned into memes. Soon, images of Beyoncé as a weightlifter, the Hulk, and even the Ermahgerd meme were circulating online. The attempt to suppress these photos only fueled more attention.
Attempting to suppress information often backfires due to a combination of psychological and social dynamics. When people realise something is being hidden, it triggers a natural curiosity and desire to uncover the forbidden content. When attempts to censor only make the information more appealing and people feel compelled to seek out what they’re told they can’t have, which intensifies their interest in the suppressed material.
On a social level, the internet and social media platforms act as amplifiers. Information spreads rapidly, and once an effort to censor is exposed, it often becomes a story in itself. The viral nature of digital communication ensures that attempts to hide content end up drawing even more attention to it. The more someone tries to control the narrative, the more likely they are to lose control, as people actively share, comment on, and repost the very thing that was meant to be hidden.
The Streisand Effect teaches brands and public figures that attempting to suppress information can often lead to even greater exposure. Instead of trying to hide sensitive content, it’s usually more effective to manage the situation with transparency and thoughtful communication. Here are a few key strategies:
Embrace Transparency: Acknowledge the issue openly instead of trying to hide it. Today people value honesty and addressing concerns head-on can build trust and credibility.
Control the Narrative Early: Rather than reacting defensively, get ahead of the situation by sharing your side of the story first. This allows you to frame the conversation and potentially diffuse the situation before it escalates.
Apologise When Necessary: If an issue arises that could damage your reputation, a sincere apology can go a long way. Owning up to mistakes can prevent the situation from spiralling out of control and reduce the public’s urge to dig deeper. Also, this will add a sense of humanisation to your brand, we all make mistakes but it's how you deal with these and act after that really makes the difference.
Monitor Social Media: Keep a close watch on online conversations to understand public sentiment. Responding quickly and appropriately on social platforms can help manage the narrative and avoid backlash. To find out more about how to do this and why it’s important, you can head over to our blog about social listening.
Engage Constructively: If possible, engage with your audience in a constructive and non-defensive way. A humorous or light-hearted response to minor issues can help diffuse tension, while serious concerns should be met with calm professionalism.
By focusing on transparency, timely responses, and clear communication, brands and individuals can avoid the Streisand Effect and maintain a positive relationship with the public.
In a world where information is shared and spread at lightning speed, the Streisand Effect serves as a crucial reminder to businesses and public figures to be transparent and honest. Attempts to hide or suppress content that has already been leaked can often have the opposite effect, amplifying it instead. By responding quickly, proactively and honestly you can avoid unintended consequences and build trust in your community, rather than looking suspicious and sneaky.
Crisis comms is something every brand wants to avoid, however, this isn’t always possible. To learn more about how brands have dealt with crises in the past head over to our blog.
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Sources:
Beyoncé Image: https://www.theswaddle.com/str...
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