Do you ever notice how some people on youtube can have millions of subscribers and only get 10,000 – 20,000 views per video, while others have millions of subscribers on youtube and they amass 500,000+ views per video?
Do you ever see someone with tens of thousands, if not hundreds of thousands, of WordPress followers post something to their blog only to get three or four likes… and rarely ever have someone comment on their page at all? You may not be able to see their analytics, but you can see the responsiveness to their blog and it makes you wonder… why no one cares what they’re posting if they have so many followers.
If you do notice this, do you ever wonder why this is?
I have a theory. A theory that I cannot prove, but a theory that I am certain is what’s happening.
About three months into my blogging journey was when I amassed my first 1,000 followers (which was a huge day for me!) on WordPress. About that time was also the point in time when I began getting inundated with messages from people who promised me things like: 5,000 organic, responsive followers for just one single payment of the low, low price of $49.99!
$49.99… that sounds like a great deal, doesn’t it?
Actually, one offer that I got for just $200 was for followers on my WordPress page, Twitter account and Instagram account! Good little leeches saw all of these accounts connected and got creative!
These messages come in through my ‘Contact’ page on WordPress and through DM on Twitter and Instagram. I’ve never paid a whole ton of attention to Twitter, so being bombarded with these messages there was… interesting. I guess if you meet their criteria, they really do want to sell you their ‘product’.
In case you’ve yet to figure out, their product is not ‘organic, responsive followers’. These followers are bot accounts, made in masses, created to be sold to people wanting to get ‘InstaFamous’ quick.
How do I know this? Because I’ve purchased followers for Corporate accounts before.
About three years ago I was put in charge of Digital Marketing/Online Engagement for an international event that was happening in Ottawa. This event, while very familiar to people in certain parts of the world, has failed to garner the international attention it desires for being an international event.
My boss wanted a larger following on the social media platforms – specifically twitter and instagram, so that he could promote these mass groupings of followers to potential sponsors to gain more sponsorship money for the event. How do you get a larger following on social media on Friday when your boss’ first sponsorship proposal is being pitched on Monday morning? You buy them of course.
I didn’t like the idea at the time. I didn’t feel right about the idea at the time. We really didn’t know where the money was going, or to whom it was going to, we just gave over the corporate credit card for the promise of 50,000 new followers.
It’s worth noting that when you buy followers, you’re buying the number alone. Engagement is not guaranteed, or even likely.
We went from 6,000 followers on Friday at 4:00 pm to 56,000 followers on Saturday at 4:00 pm.
My boss was happy. He got what he wanted. He could make his pitch on Monday proclaiming that we had a massive following of people to which we could influence through social media to buy their products, and for that reason, they should sponsor our event.
And he did that.
He sold the crap out of our social media following and brought in hundreds of thousands of dollars in revenue as sponsorship for our event.
The problem was, we could not actually provide any return on investment. To the outside eyes, we had 56,000 followers. In reality, we had 6,000 followers. 6,000 concentrated followers from one area of the world.
It’s also worth noting that when you purchase followers it distorts your performance metrics.
My boss went to these International Corporations selling ROI for a following of 50,000 plus when in reality our following was 6,000.
He got the sponsorship revenue that he wanted, but in return, we could not provide these companies any ROI. Actually, in the end, he wound up having us ‘fudge’ the analytics to make it look like we had larger responsiveness than we did. This caused a rift in the relationship with these sponsors because he essentially blamed lack of investment in this companies on these companies. Let’s just say… they weren’t interested in sponsoring more events after that.
The purpose of this story? Don’t always believe everything that you see online. My theory is that a lot of these major Youtubers that people might be watching, they bought a lot of their followers. If someone has 1.2 million Youtube subscribers and are making an average of 10-15 thousand views per video, something’s not right. If someone has 10,000 WordPress followers and garners 5-10 likes per post, something’s not right. You may not be able to prove they bought their followers, but you can think twice before you accept any recommendations for products or advice they’re giving you.
REASONS TO NOT PURCHASE FOLLOWERS:
- It’s dishonest. Whether your accounts are for business or personal, shouldn’t your main goal to be honest with the people you’re interacting with?
- You’re not purchasing organic, responsive followers for your page, you’re purchasing bot accounts to make it look as though you have a lot of followers when in reality. If you think your content is good, these bots aren’t going to care.
- Purchased followers distort your performance metrics. If you have have 100 followers and a 60% read rate, your performance metrics are what I used to call ‘Bomb.com’ in the marketing realm. If you purchase 1,000 followers, your performance metrics are still 60 followers of 100, but your metrics look like you get 60 of 1,000.
- Instagram and Twitter have people on staff to purge fake accounts. This purging of bots has gotten even more strict after the last Presidential Election in the United States.
- If you have a desire to give ROI with respect to your social media platforms, you’re essentially lying to any companies you’re doing business with. You’ll be lying to get their business and you’ll need to lie to them (and ‘fudge’ the analytics) once you fail to meet the designated ROI.
- If your goal is to influence, you’re not going to be able to influence bots.
- Bought followers can often bring spam with them.
- What you lack in credibility after purchasing followers, you’re going to have to lie to cover up, or let people see the truth… you lack credibility.
I wholeheartedly believe that purchasing followers is wrong. I wish that brands would pay more attention to the people and companies they’re doing work with. I want them to look beyond the number of followers that someone has to ask for real time analytics and proof of engagement.
I won’t name any names, but I can think of at least a dozen people off the top of my head I feel like would struggle to show real time metrics/analytics to any of the companies they do business with. That being said, there seem to be a lot of companies in this world who see that follower count and don’t look beyond followers. I guess you could say that’s the company’s fault, and yes it partially is. But then you get into the ‘fool me once…’ cliche.
If you’re really wanting to be organic, open, honest and real with the genuine people who do choose to follow you on social media, buying extra followers isn’t going to do you any favours.