Why Real Followers and Reviews Matter

In August, the Federal Trade Commission (FTC) announced a final rule banning fake followers, reviews, and testimonials in new regulation targeting deceptive actions toward consumers. While brands before may have relied on fake online reviews to woo potential customers or influencers secured brand partnerships by touting their high count of fake followers they purchased, this new ruling changes the digital marketing game–echoing the importance of authenticity more than ever.

Online presence matters, but fake reviews or inflated follower counts are only impressive for so long. These deceptive strategies are easy to see through and not the efforts that are creating sales for your business, introducing new potential partners, or even building online engagement.

Authentic partnerships, by contrast, focus on building trust and credibility whether in business-to-business relationships, brand-influencer collaborations, or direct interactions with consumers. Genuine connections align in both cause and messaging to generate impact for everyone involved, including consumers. For businesses or influencers, putting your focus into the content you create and the real feedback you receive will give back more than taking a shortcut.

Social media is powerful and only continues to evolve and the new FTC ruling proves just that. As a brand, business or influencer, it’s important to continue to post transparently with more rules and regulations expected to come in technology.

Amplify your brand with great storytelling, impactful partnerships, and top-notch content–not fake followers and online reviews. Need help getting started? Contact HMA!