Inside The Shady Business Of Buying And Selling Fake Followers

Over a million followers allegedly disappeared from the accounts of high-profile Twitter users in a sweeping "purge" of bots recently. At the same time, the US federal and state authorities, including the attorney generals of Florida and New York, opened investigations into fraudulent social media engagement.

While it's difficult to prove causality, both actions came shortly after the publication of The New York Times' investigation "The Follower Factory," which shows how prominent personalities purchase fake followers to boost the perceived popularity of their social media accounts and appear more influential. This extensive investigation focuses on activities of an obscure US company called Devumi and exposes such public figures as Twitter board member Martha Lane Fox, the athlete Ray Lewis or the actor John Leguizamo.

"The Times reviewed business and court records showing that Devumi has more than 200,000 customers, including reality television stars, professional athletes, comedians, TED speakers, pastors and models. In most cases, the records show, they purchased their own followers. In others, their employees, agents, public relations companies, family members or friends did the buying. For just pennies each — sometimes even less — Devumi offers Twitter followers, views on YouTube, plays on SoundCloud, and endorsements on LinkedIn."

You may say that it's far from a secret that people artificially inflate their virtual fame or that social media networks are full of fake accounts, but it is the reactions of those called out that stand out the most in the report of The New York Times. Although the explanations vary, almost all involved negate their responsibility or diminish their culpability. What is also striking is the ease with which Devumi operates. Top it up with great visuals and interactives and you get a must-read piece.