Fake likes and followers: a fringe issue or common practice in online marketing?

Bought followers, fake likes and fabricated product reviews all promise the same thing: instant popularity. But looking popular is not the same as attracting genuine interest, let alone increasing sales. This article explores how these signals can shape our perceptions—and why that is no reason to endorse fake reviews.

Likes are not business results

Follower counts and likes are easy to spot. For businesses and creators, that makes them a tempting shortcut for judging reach. Yet they tell you little about whether you are reaching the right people, whether those people care about your offer, or whether they will become customers. Focus on the numbers alone and it is easy to mistake an impressive appearance for real impact.

What do follower counts really tell you?

The important marketing question is not whether you can increase a number, but what that number means. Another thousand profiles do little for your business if they do not represent interested people. Assess partnerships and campaigns on audience fit, meaningful engagement and actual results—not just follower counts.

SRF Data uses its 2017 influencer investigation to explain why suspicious followers do not prove that an account owner bought them.

A suspicious account is a reason to look more closely, not grounds for a public accusation.

A fair comparison needs context. How did the community grow? What content was published? Do the responses make sense alongside it? Individual metrics should start a conversation, not settle it.

How to assess suspicious profiles fairly

Sudden jumps in followers, repetitive generic comments or an unusual balance between reach and engagement can raise questions. None proves manipulation on its own. A profile’s country of origin is not reliable evidence either: a German-language page can have an international audience.

Consider several indicators together and over time. Look at whether comments actually respond to the content and whether a partnership produces measurable visits or enquiries. Analytics tools can help you investigate, but you still need to interpret what you find.

The appeal of inflated numbers is understandable: an offer that already looks popular seems more likely to attract attention. This is where social proof comes in—using other people’s judgements to guide your own.

Social proof has its limits

Other people’s experiences can help you assess an unfamiliar product. A detailed, credible review offers something a simple number cannot: an explanation of who the product suits and where it falls short.

That guidance only goes so far. Plenty of positive reactions cannot replace relevant information or your own assessment. Ask not just how many people like something, but what experiences their opinions are based on.

How visible approval shapes expectations

On social media, we often see other people’s approval before engaging with the content ourselves. That can shape our expectations. It does not mean fake likes will reliably win real customers. Attention, trust and a decision to buy are separate steps.

What a study of likes can—and cannot—tell us

A 2012 study by Bak and Keßler examined how people rated images shown with different like counts.

That is a specific research question. It looks at how people judge something, not at the long-term success of a marketing strategy.

Be cautious about drawing business conclusions. A psychological effect is neither a guarantee of sales nor a justification for pretending your audience has endorsed you.

Online shop reviews: genuine experiences, not inventions

In your online shop, distinguish genuine experiences from manufactured approval. Fake consumer reviews used to promote sales are expressly prohibited by point 23c of the Annex to Germany’s Act against Unfair Competition (UWG).

As a reader, look for specific experiences, reasoned criticism and repeated wording. None of these checks can guarantee authenticity. As a business, explain clearly how reviews are collected and verified.

Understanding the legal risks

A breach of competition law is not automatically a criminal offence. The legal consequences depend on what happened in the particular case. This article is not a substitute for legal advice.

Conclusion

Visible approval can attract attention. A sustainable marketing strategy, however, needs genuine demand, a compelling offer and trust. Fake likes and invented reviews cannot replace those things. Our recommendation: help prospective customers with honest feedback from real customers, and judge success by meaningful outcomes rather than inflated numbers.