[SMK] Social Media Knowledge


Influencers buying Fake Followers face Fallout

The Anglo-Dutch cosmetics firm Unilever is refusing to work with influencers who have acquired followed using dodgy methods.

Genuine numbers only

As Instagram continues to tweak algorithms and users fail to achieve as many likes as once was possible, influencers are turning to shadier means to keep up appearances.

Unilever CMO, Keith Weed, says the company wishes to “increase transparency and help eradicate bad practices throughout the whole ecosystem.”

The company also called on Instagram to help make this change happen. Having spent $9 billion in marketing last year, Unilever feels bots and unethical practices undermine its integrity.

The Unilever reach

Unilever is parent company to several major brands including Dove, Suave, and Ben & Jerry’s, so the parent company has enacted a three-point plan to tackle the issue.

First, they want to focus on the removal of misleading engagement, educate brands and influencers on dishonest practices, and finally improving transparency on social platforms to measure impact.

The uproar has been building since last January's New York Times exposé on the business of buying followers from third-parties using fake accounts to pad numbers and could mark a major shift in social media advertising.

What do you think about the latest push to increase transparency in advertising? Do you feel this could be a moment of change? Let us know in the comments.


Learn with SMK through February 2023

Start your SMK: Digital Excellence 30-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally

Feb SMK Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEDT

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: TikTok on Wednesdays from 1 pm – 2 pm AEDT

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Email Marketing Masterclass on Thursdays from 10 am – 12 pm AEDT

  • Module 1: Email marketing trends, innovations and email list building
  • Module 2: Email marketing design, engagement & creative best practices
  • Module 3: Email Deliverability, Email Customer Relationship Management (CRM), Automation and Privacy
  • Module 4: SMS, organic and paid messaging opportunities

Digital Copywriting Masterclass on Fridays from 11 am – 1 pm AEDT

  • Module 1: Digital copywriting trends, tools, challenges and opportunities
  • Module 2: Website, email and SMS copywriting
  • Module 3: Earned media: Social media best practices and more
  • Module 4: Paid media – Social, Search & Display ad copywriting


Leave a Comment