Tales from the Crypt of Online Marketing #11

Why You’ll Never Get Millions Of Instagram Followers (Unless You Fake It)

Are you like me and can be impressed quite easily? Or does the Shania Twain song “That Don’t Impress Me Much” sound like your typical anthem?

Perhaps it was the way I was raised that made me appreciate certain accomplishments. We didn’t have much growing up, so the seemingly “rich” kids in the neighborhood were always impressing me with their Etch-a-Sketches and Lite-Brites, my brother and I could only dream of having!

Even now, I am impressed when I see new neighbors moving in with a Tesla and going on cruise vacations a couple of times a year (long before Covid anyway).

It amazes me to see people and companies win prestigious awards.

I am in awe when I go to the gym and witness incredible resolve of people building their strength and endurance.

The list goes on.

But then there are social networks.

I was impressed when I saw someone with thousands of followers. I would think, Wow, that person must really know their stuff! See how many people want to learn or be entertained or inspired by them!

But not so much anymore. (Cue Shania.)

The other day we saw a social docu-experiment on HBO called “Fake Famous.” You’ve seen? It is revealing to say the least.

In it, they conducted a research study to see if they could create Instagram influencers from virtually unknown people.

And it was terrifying to witness how easily they were able to do that.

It all came down to building a false facade of illusions to give your account the impression of being successful. Even renting a luxury jet on a studio lot somewhere and taking photos pretending they were somewhere exotic.

This is where she really is:

Or use a paddling pool filled with rose petals and take tight shots of just your head floating on top… giving the illusion of relaxing in a luxurious spa.

And apart from these fake photo shoots, there is the buying of followers, likes and comments.

These fake influencers went from a few hundred followers to tens of thousands in a very short time.

Every single one of those followers was fake.

I like fake.

Fake comments.

All fake.

But what makes this so insidious is the fact that it worked.

They started receiving offers left and right to take a picture with a brand’s product and in return, they get the product for free. Everything from designer sunglasses to portable toilet bidets. One day I will tell you the story of my first encounter with a bidet. One of the funniest days of my life!

The more fake followers, likes, and comments they had, the more free stuff they got.

And they also became more popular. Suddenly they were being invited to fancy parties and weekend trips.

Interestingly, the more this happened, the more legitimate followers they had as well.

Thousands of real people would follow them because they see someone who gives them the impression of having “made it”. Someone who evokes envy and fantasy about what life is like on the other side and wants to feel like they’re a part of it all.

And do you know what makes this false scenario even more insidious? No one is motivated to stop it.

  • Fake influencers get a lot of rewards for little effort along with a few hundred dollars to buy their way into this world of influencers.

  • Brands that use influencers to sell their products are enjoying increased sales for all the legitimate followers these influencers are amassing.

  • Instagram is benefiting from increased users and ad dollars spent by brands promoting influencers using their products.

  • And of course, let’s not forget the people who create and implement the fake profiles that follow these influencers and make more money from the likes and comments bought.

I would say that the only loser in this scenario is us.

Those who are impressed by what we see published by these influencers.

Those who buy products because an influencer endorses it. I mean, it has to be good then, right?

The ones who look at those influencers and wish we could live a life like that.

Sure, not all “influencers” are fake. There are many well-respected individuals who have built their personal brand through hard work, exceptional brand positioning, and careful posting strategies. I mean, by God, Oprah didn’t go out and buy her 19.3 million followers, did she?

And I am impressed by them.

They are the ones I follow and from whom I learn. Those who have legitimately earned their influencer role. That’s what I want to be when I grow up.

And you? Do you see through the fake influencers or have you been blown away by the life they have presented to the world? Are you trying to model them to build your business like they have? Has this article changed your mind or are you excited to try it out and become an influencer yourself?

I would love to hear your opinion below.

For the success of your business,

Suzanne

RECOMMENDED RESOURCES:

  1. Tales from the Crypt of Online Marketing Vol. 10 cautions that before you start comparing your business’s social media presence to someone else’s, you don’t know the whole story. Read on our blog: Playing the dangerous comparison game on social media

  2. Documentary on Netflix: The Social Dilemma.

  3. Book: Under the Influence: How to Fake Your Way to Get Rich. Instagram. Uncovering influencer fraud, selfies, anxiety, ego, and mass delusional behavior. Photographer Trey Ratcliff exposes the clever tricks social media influencers use to buy their way into the lucrative multi-billion dollar world of social media brand sponsorship, world travel and free merchandise. Meet these fake “influencers”, with seemingly glamorous lives but no real social media clout, who fraudulently cheat the system by buying likes, comments and followers.

  4. Book: Influence: The Psychology of Persuasion. Influence, the classic book on persuasion, explains the psychology of why people say “yes” and how to apply this knowledge. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous evidence-based research coupled with a three-year study program on what moves people to change behavior have resulted in this highly acclaimed book.

  5. Book: How to win friends and influence people. For over sixty years, the sound, proven advice in this book has lifted thousands of now-famous people up the ladder of success in their business and personal lives.

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