In the digital era and era of social media and online marketing, the size of the audience is tantamount to success. How much of this audience, though, consists of real people? With the advent of the bot—automated profiles set up to simulate human behavior—differentiating true engagement from faked figures became difficult.
Most companies, influencers, and brands are unaware that they have a segment of their followers comprised of bots. These accounts may be created for several purposes, ranging from inflating follower numbers to participating in spammy promotional strategies. While others might believe that a large number of followers enhances credibility, bots are of no value. They do not interact constructively, do not translate into customers, and can even damage a brand’s reputation if found out.
Platforms such as Instagram, Twitter, and Facebook have been struggling with the issue of bots by suspending false accounts, yet they are found in huge numbers. Research indicates that bot traffic can account for 5-20% of an account’s total following, sometimes even higher for those who have bought their followers.
For actual engagement, businesses and content providers need to target organic growth. Periodic checking of followers via tools such as SparkToro or Social Blade, keeping a check on engagement quality, and refraining from shortcuts such as follower buying are essential measures.
In the end, authenticity is more important than numbers. A smaller, active audience is worth much more than a big, passive one. Rather than pursuing inflated numbers, brands should invest in genuine connections that translate to long-term success.
#SocialMediaMarketing #DigitalGrowth #RealEngagement #BotDetection #AuthenticAudience