Brands Duped by Fake Followers

If you haven't heard about The New York Times article "The Follower Factory" , then you are probably living under a rock.

The article is an expose outlining the rampant use of influencers and stars buying Twitter followers through a company Devumi. The company sells Twitter accounts for about a penny a piece to celebrities, executives, motivational speakers and athletes, to name a few. Read the article. It’s a shining example of complete and thorough journalism that needs to be more prevalent in 2018.

Also, the graphics and design for an online news piece are exceptional. Whoever designed this presentation needs to be commended. 

“The Follower Factory” focuses on the stories of Twitter users whose identities were stolen, Devumi and its circumspect owner, and the company line toting Twitter spokesman who says this is against policy. However, like many ad-supported organizations, the reporters do not cover the brands or the agencies that were duped in the process.

Devumi would sell 100,000 followers for about $10,000. The agency or brand would purchase tweets from the influencer for about $2,000 per tweet. After the first five tweets sold, it's all gravy for the influencer. Just like taking candy from a baby. Who could resist? How could these brands be so brazenly fooled?

The lack of oversight coming from Twitter, the agencies and the CMOs is astounding. As advertisers move forward with developing mediums, they need to proceed with caution.

Analytics has moved to the forefront of our business providing a soft and comfy blanket of data measured in views, likes, impressions, and engagement. Advertisers and agencies all need to remember that it all comes down to business results.