Unilever: There are some bad apples, or at least bots, in the world of social media influencers
The long and short of what’s going on:
For influencers, following numbers dictate fees, so many resort to purchasing followers; fake followers, bots, and automated social media accounts. Some of these accounts are sophisticated enough to engage with the content, leave “likes,” and comments.
“Trust comes on foot and leaves on horseback, and we could very quickly see the whole influencer space be undermined. There are lots of great influencers out there, but there are a few bad apples spoiling the barrel and the trouble is, everyone goes down once the trust is undermined,” Keith Weed, the chief marketing officer at Unilever, told Reuters.
According to Weed, as much as 40 percent of social media influencers have bought fake followers at some point, some accidentally.
Buying followers is a pretty nefarious activity to begin with… getting fake ones in the mix accidentally doesn’t exactly trigger our sympathies here at TT.
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