5 Ways Bots Could Disrupt Your Social Media Strategy
When it comes to generating site traffic, paid social media is an easy choice. To increase brand awareness, maximize customer loyalty, and promote your business with sponsored posts or listings, it’s a breeze.
However, the problem of bots on social media is well known, and when it comes to your social media strategy, these bots can have serious adverse effects.
How are bots affecting your social media efforts? And does this mean you need to abandon your social media strategy ASAP?
Before you panic and unplug your paid social network, let’s take a look at the bigger picture.
How do social media bots work?
There are many different types of bots that perform a variety of tasks on social media. One of the most common methods is performing automated likes, follow-ups, or comments on posts.
Once a bot is set up with a social media profile, it can perform these click actions as needed around the clock.
This type of bot can be easily created by anyone with fairly basic programming skills. You can even hire a developer online to create a botnet, or better yet, you can hire a ready-to-use botnet starting at around $ 100.
When it comes to social media bots, most developers will take a huge network of fake profile bots and rent them out online.
How are these social media bots affecting your marketing strategy?
1. Traffic to your ads
Perhaps the most obvious impact on your paid social marketing strategy is the issue of fake clicks or impressions. Obviously, when you’re paying per click, you’re hoping views and clicks are real people.
So, having a bot click or display your ads is essentially a waste of money as there is no chance of conversion for that engagement.
These fake views appear either on major social media platforms or on the advertising network. These can, for example, enable ad placements on apps and partner sites.
When you factor in these fake impressions, it has been found that around half of all paid social contribution engagements come from non-genuine sources.
2. Not so influential influencers
Influencer marketing is hot and a trend that many companies are using to reach a young and savvy audience. However, as we’ve seen, buying likes and followers is so easy that the validity of many influencers has been questioned.
A CHEQ study of the economics of fake influencers found that fraud loss per post ranged from 20 cents for a low-level influencer to over $ 37,000 for an A-listener, based on the cost of sponsorship.
The exact number of bots on social media varies from platform to platform. In the wall gardens (popular digital advertising platforms that keep their technology, information and user data to themselves) it is usually stated that 5% of the accounts are fake profiles.
Other social media platforms are also heavily populated with bots, which skews performance metrics from both influencers and paid social posts.
3. Realign wrong users?
Marketers have picked up the trend of retargeting website visitors and those who have previously interacted with ads. If you’ve already shown interest, getting them to convert should be easy, right?
However, the problems with targeting bots also apply to retargeting. What if your campaign sends retarget ads to bots? And when you consider that roughly 5% of all clicks on paid ads come from bots, you could be paying off those non-human engagements twice.
4. Leaving the car and filling out the form
Every 50th trip to a shopping cart is from a bot. Amazingly, data shows that 16% of paid social clicks on Black Friday 2020 and 28% on Cyber Monday came from bots.
When these bots click their way through your social media ads, you have a triple problem.
First, the problem of paying for the click or impression from the ad, next, the loss of revenue if that customer (or in this case the bot) abandons their purchase, and third, the retargeting problem mentioned above.
The same methods that bots use to fill shopping carts can also be used to fill out forms that can be used to download information or even apply for services like loans. These form filling bots then waste time and money. An example of this is a personal finance company that has found that bots apply for loans on their website just so that those loans need to be canceled or canceled.
5. Skewed metrics and decision making
So your paid social campaign has had some great results? Lots of views and preferences mean success, right?
For many companies looking at key metrics for click volume or views, it’s easy to overlook that a large percentage can be attributed to fraud. If the scam factor is absent and just looking at the results, these campaigns may look like a success.
But what if on your last successful campaign, 20-30% of the traffic was coming from bots? Would you like to invest in the same platform again?
Bot traffic increases engagement, reduces the amount of real engagement posts get, and even ad platforms look like they are performing better than they are.
Understand and block bots
The problem of bot traffic on the internet is the elephant in the room for many marketers. In many cases, bot traffic seems obvious, with spam comments on your posts or high click volume accompanied by a high bounce rate.
Giving up your social media strategy probably isn’t the best option for most businesses. Even with these skewed metrics, ROAS can still be solid.
The fraud prevention software industry is a growing market with options like CHEQ for PPC that eliminate bots in both search and social media, fake users and bots from customer funnels, campaigns, analytics and CRM. Including the problems on paid social.
Regardless of your paid social media strategy, you should block these bots.