Tales from the Crypt of Online Marketing #11

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

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

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

Even now, I’m impressed when I see new neighbors move in with a Tesla and go on a cruise vacation a couple times a year (long before Covid anyway).

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

I am impressed when I go to the gym and witness incredible resolve from people building their strength and stamina.

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 what he’s doing! Look 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’s revealing to say the least.

In it, they conducted a research study to see if they could create Instagram influencers out of 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 front of wishful thinking to give his account the impression of being successful. Until renting a luxury jet on a studio lot somewhere and taking photos pretending they were in an exotic location.

This is where she really is:

Or use a kiddie 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 getting offers left and right to take a photo with a brand’s product and in return they get the product for free. Everything from name brand sunglasses to portable bathroom bidets. One day I will tell you the story of my first encounter with a bidet. One of the most fun days of my life!

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

And they also became more popular. Suddenly, they were 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 are a part of it all.

And you know what makes this fake scenario even more insidious? No one is motivated to stop him.

• Fake influencers reap 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 following these influencers are amassing.

• Instagram is benefiting from the increase in 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 who follow these influencers and earn more money from the purchased likes and comments.

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 highly respected individuals who have built their personal brands through hard work, exceptional brand positioning, and careful publishing strategies. I mean, my gosh, Oprah didn’t go buying her 19.3 million followers, did she?

And I’m impressed by them.

They are the ones I follow and learn from. 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 influence 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, he doesn’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 make their way in the lucrative multi-billion dollar world of social media brand endorsements, world travel and free merchandise. He meets these fake “influencers,” with seemingly glamorous lives but no real social media influence, 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 insight. 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 drives people to change behavior have resulted in this highly acclaimed book.

5. Book: How to Win Friends and Influence People. For more than sixty years, the solid, proven advice in this book has led thousands of now-famous people up the ladder of success in their business and personal lives.