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In the last three months, only in Canada and the US, brands have spent $ 65 million in fake followers
During the third quarter of the year, advertisers of these countries placed $ 478 million of their budgets in influencers
Instagram pockets around $ 340 million of this figure, 95 percent more than in the same period of 2018
As channels of diffusion and interaction with users, social networks are platforms with unrivaled effectiveness. It not only allows brands to climb trends like Day of the Dead or the schedule change in a more organic way. They have also proven time and again that they are more attractive platforms than, for example, media. Of course, it also serves as a platform to listen to the public feedback.
For this reason, the investment of brands in social networks has increased significantly over the years. In accordance with Invesp, in the United States (US) alone, more than 15 billion dollars (mdd) were spent on these platforms for 2018. Statist It also reaffirms that, on a global scale, this figure is higher than 125 thousand 481 million dollars by the end of 2023. Only at the end of 2019, spending is expected to grow by 18 percent.
However, the fact that the vast majority of the industry is fascinated with social networks as a promotion channel does not mean that they are in fact infallible platforms. Brands must face a host of challenges when promoting themselves on Facebook, Twitter, YouTube and company. And, in addition to advertising fraud, brand reputation and other elements, they must also take care of the plague of fake followers.
Disney and P&G, the most deceived brands
In a study resumed by The Drum, the analysis firm Instascreener reviews some of the most popular sponsored publications of brands on Instagram. Through an Artificial Intelligence (AI) system, review each of the posts To determine how many of the users who reacted were in fact human. The results show that the brands of the P&G and Disney conglomerates have the most false followers in their content.
Up to the top of the ranking was Febreeze, one of the brands owned by P&G. According to Instascreener, up to 54 percent of users who react to their sponsored publications are in fact false. Not far away is Disneyland, one of the amusement parks of the house of the mouse, with a figure of 47 percent. Other products listed are Baby Einsten, Carefree Liners, Wines of Sicily, Albion Fit and Kroger.
The plague of false followers
It is not the first time bots represent a nuisance for brands in social networks. In August, it was revealed that Instagram did indeed face a significant problem in its Stories product, precisely because of the proliferation of fake followers. That same monthIt was said that Taylor Swift and Neymar were among the celebrities most affected by these types of users. Already early year, it was estimated that companies lose two thousand million dollars a year in this phenomenon.
What does it mean for companies to have fake followers on social networks? In the first instance, that the impact figures are remarkably inaccurate. If the services of advertising agencies or of influencers, the above implies that brands are spending more than they should on their services. However, in terms of quality of experience, it also affects the way in which companies interact with their public.
When a good part of the public assumption are false followers, then the brands cannot adequately filter the comments and feedback of the audience. It is difficult to pay attention to customers if most of the noise that arises from social networks is totally useless. It is essential that companies take greater care in the way they treat the management of their social platforms. Otherwise, they create a long-term challenge.