B12 Solipsism

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Instagram Purge Hits Brands Who Artificially Built Up Follower Numbers

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Stop Following

Stop Following!

I am no self-described expert in social media, just a sometime user of it, but from I sit, obsessing about follower counts is stupid, and a waste of everyone’s time. I guess certain digital agencies sold the concept to their clients, and then cut corners in building up follower counts by utilizing sleazy tactics and spam-bots.  Follower counts are a nearly meaningless number to be used on a PowerPoint presentation to clueless executives. As the poet sang, numbers add up to nothing.

Instagram in recent days has revealed “corrections” in the number of people following many users, after announcing last week it had removed a significant number of fake accounts from the Facebook owned photo-sharing service.

Celebrities including Justin Bieber, Kim Kardashian and Selena Gomez each lost more than a million followers, according to Zach Allia, a Boston photographer and Web developer who tallied the losses in this chart. Each of those celebrities still counts more than 18 million followers. Allia estimated that the average Instagram user lost 7.7% of his followers from the purge.

The purge reflects a persistent problem for social networks: separating real users from computer-generated “bots.” Instagram conducted a similar purge in May. Twitter says fewer than 5% of its 284 million monthly active users are fake, though outside researchers think the number is higher.

In an interview last week, Instagram founder and CEO Kevin Systrom declined to say how many accounts the service deleted. Systrom said fake users are most often created “for commercial reasons.” Users are either “paying to buy followers” he said, or “trying to get attention for some product they’re selling or some email subscription.”

(click here to continue reading Instagram Users Finding They’re Less Popular Than Thought – Digits – WSJ.)

from Adweek:

National Geographic, Nike, Adidas and Forever 21 were among the top 100 Instagram accounts that saw their follower counts pummeled after the spam hunt. The photo- and video-sharing app said last week that it would cull fake and inactive accounts, and it did its best to prepare brands and fans for the worst. Today, Instagram users were lamenting their fallen following with memes and jokes to cover the hurt. The shock of a diminished audience is just a short-term hit for marketers, who ultimately want to know if their fans are fake, said Eric Brown, head of communications for social influence measurement tool Klout and its parent company, Lithium.

(click here to continue reading Instagram Purge Hits Brands Like National Geographic, Nike, Forever 21 the Hardest | Adweek.)

Numbers Add Up to Nothing
Numbers Add Up to Nothing

For myself, I stopped caring long ago how many Twitter followers1 I have, how many people2 follow my Tumblr feed, or my Instagram account3. It  means nothing, it isn’t as if I get a financial incentive to have more followers. Neither does Nike, or any other brand. It is nearly meaningless number to be used on a PowerPoint presentation to executives basically.

Defunct Tweets
Defunct Tweets

Adweek reports that these are the brands that should fire their digital agencies, or at least ask a few hard questions to their digital team at the next social media meeting.

  • National Geographic: 229,000 followers lost. New count: 9.75 million
  • Nike: 257,000 followers lost. New count: 8.75 million
  • 9Gag: 120,000 followers lost. New count: 8.38 million
  • Victoria’s Secret: 215,000 followers lost. New count: 7.7 million
  • The Ellen Show: 270,000 followers lost. New count: 7.47 million
  • Forever 21: 245,000 followers lost. New count: 5.33 million
  • Real Madrid Club de Fútbol: 159,000 followers lost. New count: 5.36 million
  • FC Barcelona: 133,000 followers lost. New count: 5.33 million
  • NBA: 196,000 followers lost. New count: 4.15 million
  • GoPro: 94,000 followers lost. New count: 3.64 million
  • Adidas: 101,000 followers lost. New count: 3.6 million
  • Louis Vuitton: 107,000 followers lost. New count: 3.55 million

Amusingly, I noted the problem with Instagram followers being spammy right away:

As a side effect of this growth, there are a lot of spammers who take advantage of Instagram’s audience, and offer to sell you “likes” or other sleazy tactic

(click here to continue reading Notes on Instagram after Using It for A Month or So at B12 Solipsism.)

Footnotes:
  1. currently 1,015 []
  2. currently 589 []
  3. currently 144 []

Written by Seth Anderson

December 22nd, 2014 at 11:21 am

Posted in Advertising

Tagged with , ,

One Response to 'Instagram Purge Hits Brands Who Artificially Built Up Follower Numbers'

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  1. This makes me very happy. I don’t keep track of my followers on Instagram & when I see someone suspicious following me I immediately block them.

    Mike Cohen

    22 Dec 14 at 11:38 am

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