The Fraudulent Influencer 2023

The rise of social media over the last decade brought forth this new concept of individual content creators and influencers looking to build their own personal brands. Whether funny or informative, these accounts provide a unique perspective in a niche like craft beer that is either independent, or considered an insider. Successful execution could lead to unique invitations, free products, trips, brand deals, career changes, and even the ultimate entrepreneur’s dream of working for oneself. But where there’s opportunity, there’s opportunists. And where there’s opportunists, there’s fraud.

Before shifting my career into the beer industry, then subsequently into marketing, I was a forensic accountant and auditor. That path lead me to obtaining my CPA and CFE (Certified Fraud Examiner), which involved studying the mechanics of every type of fraud scam. I still enjoying connecting that original path into my new passion for marketing, which includes a heavy dose of social media.

In 2019, I wrote The Fraudulent Influencer, detailing the shortcuts that content creators were taking in hopes of being perceived as more relevant. Rather than earning their place organically through the creation of compelling content, every shortcut possible would be explored to get there faster. Tactics included buying fake followers, “pod” group chats where alliances are formed to pump each other’s engagement with non-genuine comments, and even the use of bots to auto-generate the comments. Since then, the social media landscape experienced seismic shifts where short form video has taken over and creators are forced out from behind the curtain.

TikTokification

The rise of TikTok over the last 4 years, like it or not, has re-invented the way that successful content is created. Original communication formats discovered on the platform have added new layers and creativity including the use of green screens, lip syncing lyrics & sound bites, and a single person playing multiple characters. The videos are original and while we were all staying home during COVID, their popularity went parabolic. Anyone who thought they’d missed the boat on building an Instagram following was given an opportunity to start fresh and the arms race for followers was back on.

TikTok’s success forced the world’s largest platforms, Meta and YouTube, to copycat these features with their own vertical video products. While Reels and Shorts have gained momentum, TikTok has continued to stay on top with its reputation of helping creators grow their account organically, thanks to the For You Page. Where Instagram relies on other accounts to share a Reel to Stories in order to fuel its virality, TikTok’s algorithm identifies a video holding viewers’ attention and receiving engagement, then pushes it directly to the page of prospective new followers with unmatched accuracy 🎯 .

Rules of Engagement

Part of the community and camaraderie built on TikTok includes taking a viral video, sound, or concept and creating your own spin by relating it to your niche. While this involves a degree of copying, it’s generally accepted as part of the fun when it’s done in a way that expands on the theme. Successful accounts are typically not judged by their use of these trends, but utilizing them helps facilitate the discovery of their page. It’s then up to the creator to be able to compliment those trend videos with original content that goes deeper and builds a rapport. This is where the winners are separated from the losers.

There’s an unsophisticated fraud scheme called “lapping” where an individual hides stolen cash from a customer by diverting a payment from the next customer and applying it to the stolen account. To continue hiding the theft, they must continue misapplying payments until inevitably the fraud is revealed. “Lapping” is one of the more unlikely fraud schemes to get away with long term and reminds me of this approach to social media that I’m seeing way too often.

Rather than developing their own original content through sharing unique journeys, opinions, ideas, stories, insights, or humor, too many creators take the easy way out and completely recreate trending videos in hopes of riding a similar wave as the original. Similar to a lapping scheme, these creators are relying on someone else to pave the way for their next piece of content, rather than being open and original themselves. While one’s gut reaction might be to declare that they don’t have the talent or creativity, I attribute it much more so to lack of a vision, perspective, or just plain laziness. And this behavior isn’t just coming from individuals, it’s coming from craft brewery accounts.

Escape the Shackles

My motivation for highlighting this behavior isn’t to shame anyone. I want social media managers and individual creators to move away from this reliance on others because it’s unsustainable. Without original content, it’s impossible to build the deep relationships with a follower base that leads to real value being exchanged. Sure, a post can go viral and a following can be built, but it’s a hollow relationship at that point with no depth to the story. Similar to a lapping scheme, this strategy eventually runs out of gas ⛽️ .

Whether we’re talking about an individual creator or a craft brewery account, successful social media first requires deep soul searching. What do you specialize in? What journey are you on? What do you enjoy talking about, both within your niche and outside? Overlapping your style, voice, and passions on top of your core niche creates a unique combination to play out on social channels that feels fresh, not recycled. The non-viral content built for your existing followers is where the real brand building is done and where the effort feels natural. This results in a slower build, but one with greater quality and opportunity to actually sustain its momentum. Invest with a longer time horizon and avoid being a prisoner to the algorithm.