Bots are taking over the internet, presenting a significant challenge not only for social media platforms but also for influencer marketing. While bots in follow requests or comment sections are often visible to users on platforms like Instagram, TikTok, and X (formerly Twitter), the hidden issue of viewbotting is far more concerning.
Viewbotting undermines the very foundation of influencer marketing, making it crucial for brands and marketers to address this issue with vigilance and informed strategies.
Botting isn't a new phenomenon, but its impact on influencer marketing is often underestimated. Many brands lack the awareness or tools to identify irregular activities like sudden view spikes. Compounding the issue is the reluctance of social media platforms to crack down on bot activity—higher view counts serve their interests by enhancing ad revenues.
This leaves brands in a difficult position: despite investing in high-view-count campaigns, they may see little return on investment (ROI). The disconnect between inflated numbers and low conversion rates can be traced back to bot-driven engagement, making it a critical issue for the industry.
While bots exist across all social media platforms, they are particularly pervasive on video-heavy platforms like YouTube and Twitch. Here, viewbotting poses a significant problem as integrations fail to deliver value and bot-driven views skew campaign metrics, leaving brands in the dark about their true marketing performance.
The prevalence of bots has sparked discussions about the "dead internet theory," which suggests that much of today’s internet traffic is automated and artificial. While this theory leans into conspiracy territory, recent data lends it some credibility. A 2024 cybersecurity report from Imperva revealed that nearly 50% of internet traffic comes from non-human sources. This statistic underscores the need for brands to distinguish between genuine human engagement and bot-driven metrics in their campaigns.
Despite these challenges, influencer marketing is far from obsolete. At its core, influencer marketing is about connecting with loyal communities and converting them into loyal consumers. These communities—real, human audiences—still exist, and brands can engage them effectively through meaningful, quality content.
Today's audiences are savvy; they resist traditional sales pitches and demand authentic, engaging content. Creative integrations, interactive placements, raffles, or challenges offer touchpoints for audience engagement. When these strategies are delivered through trusted influencers, they can foster loyalty and trust, driving real results.
For more insights, check out our guide: Creating Campaigns that Click!.
The key to successful influencer marketing in this environment lies in meticulous research and strategic execution. At Audiencly, we rigorously vet the influencers we work with to safeguard our clients against threats like botting. For brands venturing into influencer marketing independently, here are some practical steps:
For additional tips, visit our article: Finding and Working with the Right Content Creators.
Leveraging the right tools can make it easier to detect bot activity and ensure your campaigns reach real audiences:
Social Blade provides analytics on creators and brands, offering detailed monthly stats on subscriber and view growth. It’s particularly effective for spotting irregular patterns, helping you make informed decisions.
This comprehensive database monitors live streaming stats across platforms like Twitch and YouTube Gaming. Its free version provides valuable insights into watchtime, average viewers, and follower growth.
Influencer marketing has never been a one-size-fits-all solution, and the rise of bots underscores the need for dedication, research, and strategic execution. By prioritizing authentic engagement, leveraging quality tools, and maintaining a genuine connection with your audience, brands can overcome these challenges and thrive.
If you’re ready to launch your next campaign—or need help ensuring it’s bot-safe—contact us at Audiencly. Together, we’ll reach your audience where it matters!
