MAM

Badshah's fake views controversy highlights influencer marketing inadequacies

Vanity metrics and bots are rampant in the digital ecosphere.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/08/13/badshah.jpg?itok=WCQQpmbq

NEW DELHI: Bollywood rapper Badshah has come under scrutiny for allegedly buying fake views for one of his music videos. This has, once again, opened up the debate on the ‘fake followers’ strategy prevalent in the social media landscape and how celebrities and influencers are highly involved in this practice.

According to media reports, Badshah confessed that he had purchased around 7.2 crore views for Rs 72 lakh to set a world record for the most-viewed YouTube video in the first 24 hours. He had claimed that the music video for 'Pagal Hai' was watched 75 million times on the first day of its release, beating previous records set by Taylor Swift and the Korean boy band BTS. However, the claim was rejected by Google.

Monk Media Network assistant vice president Pranav Nair explains, “In this scenario, he's paid to get more numbers on his content and not a brand's. So, from a brand management perspective, one can accept the fact that he's investing money to grow his metrics on social media.”

The issue has come at a time when digital consumption spiked in the lockdown period and advertisers are spending a hefty amount on influencer marketing. As per reports, influencer marketing is seen as one of the fastest-growing categories in the Rs 21,000 crore digital advertising space.

Buying fake followers is the unpalatable side of the digital marketing industry and the way brands invest in followers for reach, reflects how deep the problem is. Brands that take decisions based on one post or just the number of followers will see reality when the ROI hits them.

Lets Influence founder Bhawna Sethi opines, “The major issue faced by brand managers is that it's not possible to dissect every single profile they are planning to collaborate with. Hence, big brands prefer hiring influencer marketing agencies as they have expertise in a specific service, industry, audience, channel, etc., and can help them avoid collaborating with such fake profiles.”

Nair advises that brands should not collaborate with such an influencer as it cuts the organic reach of the brand, which is one of the reasons why brands collaborate with influencers.

In recent times, many in-house tools have been launched to help identify fake followers, their percentage share and the impact of engagement. However, the rampant problem of vanity metrics, bots and others in the digital domain still lingers. A lot of celebrities have also been a part of it and measures are needed to control the growing menace.

Sethi says, “While working with celebrities, we realised that more than being a part of it, celebrities are victims of this. There are many instances when they engage with agencies for paid promotions and aren't even aware that the followers joining them are not real people. It won't be right to say that they bought fake followers with full awareness.”

Badshah has also been associated with brands like Pepsi, Yamaha, Hitachi, Mahindra and OPPO. This incident is likely to have an impact on his associations. It has also led to many people unfollowing his social media accounts.

MAD Influence founder and CEO Gautam Madhavan says, “It's very disheartening for the viewers to know first that their favourite celeb has bought fake followers and on the other hand, agencies like us won't also promote such celebs in suggesting to various brand campaigns. Thus, they lose the brand credibility and the money too.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/24/sa.jpg?itok=9SE3mIWe
Melorra enters Delhi market with three new experience stores

Lightweight fine jewellery brand Melorra has forayed into its largest market, Delhi/NCR with three new physical experience centres. Launched on the same day, Melorra’s brick-and-mortar outlets are located at Vegas Mall, Dwarka; DLF Promenade, Vasant Kunj; and DLF Avenue, Saket.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/24/manish.jpg?itok=a25l3sK9
Guest column: Why makeshift offices might be the future of work culture

The year-long lockdown pause brought by the pandemic is perhaps nature’s way of turning to a new page, a new format, and newer ways to move forward. A lot has changed and a lot more is changing.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/24/hw.jpg?itok=6kqSrNgQ
Hindware reinforces brand strength with 'Thoughtful vs Beautiful' debate

Bathware brand Hindware has kickstarted 2021 with its new brand campaign ‘Thoughtful is Beautiful.’ The new campaign is first-of-its-kind in the category, and aims to showcase how innovative performance-led product solutions that offer convenience to consumers is where true beauty lies.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/23/img_23012021_164129_800_x_800_pixel.jpg?itok=mv3j53OE
Shopping & food sees max credit card spends in 2020: Cred report

The pandemic and its aftershocks have transformed every aspect of life, including attitudes, actions, and behaviours when it comes to money. By analysing credit card spending behaviour in 2020 of India’s most creditworthy people.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/23/img_23012021_181527_800_x_800_pixel.jpg?itok=A0GwKBHK
Mighty don Beardo arrives to inspire men to hone their sexiness

NEW DELHI: Men’s grooming brand Beardo launched its new digital campaign Arrival of Don Beardo featuring Bollywood actor Hrithik Roshan. The 45-seconder film intimately highlights the characteristics of a true Beardo - impeccable style, confident personality, and killer looks. Each aspirational...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/23/img_23012021_174014_800_x_800_pixel.jpg?itok=EnLhLqFl
RIL Retail posts net profit of Rs 1830 crore in Q3 2020

New Delhi: Reliance Industry Limited’s (RIL) subsidiary Reliance Retail has posted net profit of Rs 1,830 crore. It grew by 88.1 per cent quarter-on-quarter. However, the revenue for the quarter ending on 31 December 2020 stood at Rs 37,845 crore. It fell by 7.9 per cent Q-o-Q. The revenue for Q2...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/23/img_23012021_161425_800_x_800_pixel.jpg?itok=cS1TD9Mw
Jio posts net profit of Rs 3,489 crore in Q3 2020

KOLKATA: Reliance Industry Limited’s (RIL) subsidiary Jio Platforms has posted net profit of Rs 3,489 crore. Its net profit grew 15.5 per cent quarter-on-quarter as its profit was Rs 3,020 crore in the last quarter. The average revenue per user (ARPU) also grew during the quarter reaching to Rs 151...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/23/img_23012021_123929_800_x_800_pixel.jpg?itok=T_SPzHNY
Glance's we new spot unlocks power of lock screen based content

Bangalore: Glance, a leading screen zero platform which provides digital content on the lock screens of smartphones, has launched its multi-media advertising campaign “Ye Glance Hai”. Crafted by DDB Mudra to communicate the exciting possibilities of content delivered on locked screen, the campaign...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/23/nba.jpg?itok=SNMYtfEl
Decathlon inks merchandising partnership with NBA

Decathlon and the National Basketball Association (NBA) have sealed a new multiyear merchandising partnership that makes the sporting goods retailer an official licensee of the NBA across India, Africa, Asia, Europe, the Middle East and Latin America.

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required