Facebook was accused of advertising fraud for allegedly selling fake profile likes to advertisers, but in contact with Digital Look, the social network rejected any problem with its business model.
The controversy started on Monday, 10, when Derek Muller, who runs an educational channel on science and technology on YouTube, posted a video detailing how the social network would be using “likes farms” to increase the audience’s pages without however, helping advertisers to be more engaged.
A similar situation was reported in 2012, when the BBC ran tests and found that, in fact, when buying advertising from Facebook, advertisers attract crowds of fake likes. Such a discovery forced the site to scan which resulted in the exclusion of 83 million fake accounts. There was also the case of the United States Department of State, which spent $ 630,000 to buy 2 million likes but only increased its engagement by 2%.
For Camila Fusco, who commands Facebook communications in Brazil, these examples are invalid, as they deal with a reality that no longer exists. According to her, in the two years that have passed, the company has created ways to combat false profiles, which are relatively easy to identify.
“When you register, you start to create an ecosystem on Facebook, and a person who doesn’t really create a solid ecosystem. He doesn’t relate, but he likes a lot of pages,” she explains, noting that users tend to chat through private messages. and, when there is no such communication, it is probably the false profile.
Facebook also said that Derek Muller’s theses are fragile, as it doesn’t make sense for the chain to sell likes without engagement. By encouraging the practice, the site would make the advertiser miss the desired results, which would lead him to give up Facebook.
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