I think the implication is some of these bots are meant to make twitter are used to fake twitter’s engagement numbers.
When they pitch to a customer (to sell ad space), it looks good on paper.
Then they but ad space, but fail to convert anything from it because it’s just bots.
TL;DR: Twitter is kinda scamming advertisers
But then it’s implying that all the other sites do it too, just less?
Slightly more than 2.8 percent of the 306 million visits sent from TikTok were determined to be fake. Out of the 90 million visits that came from Facebook, a bit more than 2 percent were fake. And Instagram’s traffic was only 0.96 percent fake, based on 749,000 visits.
A bot account is wasting impressions (the thing appears on your feed regardless if you interact with it - that’s an impression). Those are part of advertising budgets and impact your ROI on ad dollars, not just clicking through. Which means people are getting fewer click through per impression, which means they are wasting money putting their ads/sponsored content in front of non-people who are never going to click through. Edit: This also potentially messes with any data they are getting about their audiences such as demo and location given the sheer scale.
Imagine you pay for a billboard that is priced because of how many cars drive past it only to find out that 75% of the cars are self driving deliveries with no passengers.
Happy to help! Yeah they’re basically saying “we had 100 people come see your store!” and it was really only 25, meaning it severely diluted the value of impressions for advertisers.
I think the implication is some of these bots are meant to make twitter are used to fake twitter’s engagement numbers.
When they pitch to a customer (to sell ad space), it looks good on paper.
Then they but ad space, but fail to convert anything from it because it’s just bots.
TL;DR: Twitter is kinda scamming advertisers
The article kinda dances around that.
But then it’s implying that all the other sites do it too, just less?
Yes this is pretty normal stuff. Bots are inevitable. But 75% of traffic is absurd.
But bots are typically posting propaganda and spam. Why would they be clicking on ads and driving traffic to other sites?
A bot account is wasting impressions (the thing appears on your feed regardless if you interact with it - that’s an impression). Those are part of advertising budgets and impact your ROI on ad dollars, not just clicking through. Which means people are getting fewer click through per impression, which means they are wasting money putting their ads/sponsored content in front of non-people who are never going to click through. Edit: This also potentially messes with any data they are getting about their audiences such as demo and location given the sheer scale.
Imagine you pay for a billboard that is priced because of how many cars drive past it only to find out that 75% of the cars are self driving deliveries with no passengers.
Ah - shit I completely missed that it was “impressions” being fraudulent not “clicks”. Thanks!
Happy to help! Yeah they’re basically saying “we had 100 people come see your store!” and it was really only 25, meaning it severely diluted the value of impressions for advertisers.