Criticism is an inevitable part of any marketer and designer’s job. In the process of creating and promoting a product, there are always those who confidently speak out about design and marketing, because in these areas everyone considers themselves an expert. This is what happened with the new social network from hh.ru — Setka. It entered the market in the summer of 2024 after several months of beta testing and positions itself as a platform for networking, professional development and discussion of current problems of specialists. Setka found an unconventional way to work with criticism.
How to Work with Negativity An Example of the Grid
The target audience of the Setka app is professionals from the creative, digital and IT fields who are passionate about their favorite business and want to be in a community of professionals like themselves. This narrow segment can be skeptical about new products on the market, so projects for this audience often face mistrust. In addition, Setka has an unconventional design and a rather bold tone of voice, which everyone noticed. Therefore, when launching the project, the Setka team understood what kind of reaction they might face. After the announcement, many different comments appeared on the network, primarily about the non-standard design, positioning and, in general, the appropriateness of such a social network.
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How did you choose the format of communication with the audience
The grid team realized that criticism from the community is a great topic for open dialogue, and in general – a reason to meet offline and explain the differences from competitors right at the start. That’s why the Setka team decided to answer all the skeptics with the help of an event where they could touch on one of the main pain points of all creators – the opinions of critics from the Internet, who always know how to best design a website, draw a logo or choose a name for an application.
An offline event in a popular format is another way to touch the audience, talk to people, tell them the values of the brand, explain your side and consolidate the necessary positioning. The popular and at the same time non-standard roasting format distinguishes the company from other competitors, since most brands are not ready to accept hate and openly discuss it.
How critics were involved in the discussion
The “Setka Roast” was announced with a teaser video featuring Kostya Pushkin, which was posted on specialized channels and groups in social networks. The video was created entirely with the help of AI, which demonstrates the innovative approach of the Setka team. In two days of announcements only in specialized marketing and design channels in Telegram right before the event, we managed to get about 200,000 coverage and 215 registrations for the event.
The famous stand-up comedian Kostya Pushkin How to Add Social Logins to Your WordPress Site was invited to host the meeting, which helped ease the tension with jokes. Together with him, the guests asked the team awkward questions, discussed the corporate style. Color solutions and design of the application, naming, positioning, plans and even budgets of the project.
Results of “Roasting”
Through the roast, the team showed that it is normal to receive negativity, and it helps to move forward. After the roast, it is important not only to laugh and leave. But also to benefit from the criticism: analyze the comments received and use them to improve the product or strategy.
Does Your Brand Need a Roast and How to Organize It
The main thing is that the team has people who understand the context . Can laugh at themselves and don’t take everything too seriously. But have alb directory the expertise necessary to answer. The team must be prepared for public criticism and have not only self-irony. But also openness to give reasoned answers to the most provocative questions. The ability to laugh at real problems and find positive moments in them is part of the preparation. Remember, the team on such a show is the face of the brand.
In Setka’s case, preparation was minimal. The team did not follow a script, but instead relaxed and enjoyed the moment. Which made their performance sincere and spontaneous. This approach allowed Setka to conduct the event easily and successfully. “Setka Roast” has become another way for the brand to communicate with the audience and convey key messages in. A language they understand – with jokes and irony. After all, in a modern environment where criticism on the Internet is a common occurrence. The ability to turn negativity to one’s advantage is becoming key to the success of the brand.
