If your brand works with paid online influencers or third party agencies, you’re probably familiar with one of the technique’s biggest risk factors now: influencer fraud – a dilemma that occurs when paid tastemakers use artificially inflated follower numbers to increase their asking rate for engaging their audience on behalf of a brand.
If you haven’t already read this article about the biggest scam in marketing, prepare to be blown away by this. How third party agencies can fake the number of followers and engagement. This article is written just to make people aware of this common scam which goes unnoticed most of the times.
Regardless of whether an influencer partner intentionally participates in deceitful practices or may be an unwitting victim of a third-party effort to game the system, the cost to your business – and its content – remains the same: precious budget dollars wasted!
In this article I’m going to show you one such campaign which I came across sometime back.
Brand: Corning Gorilla Glass
Campaign Date: 15/09/2018 – 30/09/2018
Campaign Tag: NA
Campaign Target: India
Bitly link on the post caption: https://bit.ly/2p9ntSk
Bitly Link Details:
The post got 20,000+ likes, 13,000 comments and only 305 clicks.
Original Post Link: Click Here
28th September 2018
21st October 2018
Points To Be Highlighted:
- Likes from all over the world even though the campaign target is India (WorldWide bot likes used)
- Comments from all over the world & repeated comments from the same account.
- Number comments dropped from 13,000 to 209 comments.
There are 2 types of bots:
- Non- Drop comments/likes
- Drop comments/likes
Drop comments are cheap and usually stay only for 15-30 days, in this case drop comments were used.
What are the possible reasons for such kind of campaign executions?
- Poor Social Media In-House Team?
- Hiring Wrong Third Party Agencies?
- Goal Oriented & Not Result Driven?
The marketing industry will spend $1.6 Billion on Instagram influencers this year, spend wisely!
We have seen a drastic increase in Chinese companies entering the Indian market in the past year and agencies have been taking advantage of this situation by just delivering the requested goals by whatever means. Chinese companies that have failed to penetrate the Indian market on their own have turned to invest in local agencies to get their campaigns done. Let this be an eye-opener for all!