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Experiment Reveals How Surprisingly Easy It Is To Become A Fake Instagram Star And Get Brands To Pay You
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Experiment Reveals How Surprisingly Easy It Is To Become A Fake Instagram Star And Get Brands To Pay You

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Instagram influencer marketing is now a $1 billion dollar industry, and you don’t need a cute dog or a book-worthy lifestyle to get into the game. According to an investigation by marketing agency Mediakix, anyone can fake their way into signing profitable contracts with brands.

The agency created two fictitious Instagram accounts: 1) ‘a lifestyle and fashion-centric Instagram model’ and 2) ‘a travel and adventure photographer.’ For the first account, Mediakix hired a model and generated the entire channel content through a one-day photo shoot. Introducing Alexa Rae (calibeachgirl310). The second account was dedicated to Amanda Smith (wanderingggirl), and this time Mediakix went even further. The entire feed was composed of free stock photos of random places across the world and blonde girls, always posing facing away from the camera.

After setting up fake personalities and generating their content, the agency started purchasing followers. “We started with buying 1,000 followers per day because we were concerned that purchasing too many followers at the onset would result in Instagram flagging the account,” Mediakix stated. “However, we quickly found that we were able to buy up to 15,000 followers at a time without encountering any issues.” And how much does this army cost? Between $3-$8 per 1,000.

Essentially, if the followers don’t like or comment on posts, they’re kind of worthless. So the next step was to purchase fake engagement. “Once we had accumulated a few thousand followers for each account, we started buying likes and comments.” Mediakix paid about 12 cents per comment, and between $4-9 per 1,000 likes. For each photo, they purchased 500 to 2,500 likes and 10 to 50 comments. The entire experiment ended up costing Mediakix about $1,000 (around $700 for setting up calibeachgirl310 and around $300 for wanderingggirl). After calibeachgirl310 and wanderingggirl reached 10,000 followers (the threshold amount for signing up on most influencer marketing platforms), Mediakix started applying them for sponsorship deals. “We secured four paid brand deals total, two for each account. The fashion account secured one deal with a swimsuit company and one with a national food and beverage company.” “The travel account secured brand deals with an alcohol brand and the same national food and beverage company. For each campaign, the “influencers” were offered monetary compensation, free product, or both.”

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The results are worrying for everyone spending money on influencer marketing campaigns. Instagrammers with a fake following and/or engagement could be defrauding brands from millions of dollars.

More info: mediakix.com (h/t: highsnobiety)

Instagram influencer marketing is now a $1 billion dollar industry, but it’s not that hard to become a part of it

To show how easy it is, marketing agency Mediakix decided to conduct an experiment

They set up two fake accounts and generated the entire channel content using free stock photos and organizing a one-day photo shoot

Then all they needed to do was to purchase some followers

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“We started with buying 1,000 followers per day because we were concerned that purchasing too many followers at the onset would result in Instagram flagging the account”

“However, we quickly found that we were able to buy up to 15,000 followers at a time without any issues”

And how much does this army cost? Between $3-$8 per 1,000

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“Once we had accumulated a few thousand followers for each account, we started buying likes and comments”

Mediakix paid about 12 cents per comment, and between $4-9 per 1,000 likes

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Soon, the fake accounts reached 10,000 followers and then they were able to apply them for sponsorship deals

In the end, the two accounts have secured four paid brand deals total, two for each account. Setting up both accounts cost Mediakix around $1,000. Too easy, right?

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    Rokas Laurinavičius

    Rokas Laurinavičius

    Author, BoredPanda staff

    Read more »

    Rokas is a writer at Bored Panda with a BA in Communication. After working for a sculptor, he fell in love with visual storytelling and enjoys covering everything from TV shows (any Sopranos fans out there?) to photography. Throughout his years in Bored Panda, over 300 million people have read the posts he's written, which is probably more than he could count to.

    Read less »
    Rokas Laurinavičius

    Rokas Laurinavičius

    Author, BoredPanda staff

    Rokas is a writer at Bored Panda with a BA in Communication. After working for a sculptor, he fell in love with visual storytelling and enjoys covering everything from TV shows (any Sopranos fans out there?) to photography. Throughout his years in Bored Panda, over 300 million people have read the posts he's written, which is probably more than he could count to.

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    Zeth Edwardsen
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Woomio.com - can check every instagram account you want to work with. Check this video out. https://vimeo.com/224204330 We analyse the profile data on the content on each profile to tell you, if there has been a real growth curve on followers, content and the engagement levels that has a unreal curve plus we analyse where the audience is from. We can do this on all profiles :) Signup and you will never have this problem again.

    Wanderlustladies
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    I believe it. There are so many account with 50K followers, they follow 100 themselves, and they've posted 50 photos. Don't even get me started on the bots that leave random comments on photos (though I did have a good laugh when someone posted "this is so cool" on a photo of my grandparents' memorial service). Thanks Bot!

    Luck Yeah
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Sincere condolences, Wanderlustladies. Terrible about the bot, but you handled it with humor and grace.

    Load More Replies...
    Prashant Karnath
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Paid for commenting?? Blasphemy!! I reserve the right to judge people on the internet without getting paid for it..

    busy
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    I'm torn between being upset that dumbass people on the internet who do nothing get paid for being "influencers", and being glad that dumbass companies enabling these "influencers" are so easily ripped off.

    S Missions
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    So.. how much did they make net of expenses? that's the whole point they are trying to prove right?

    The Cappy
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    I presume you know that the Clinton campaign spent far more money than the Trump campaign... Your oversight was no doubt entirely accidental.

    Load More Replies...
    Dave Adams
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Reflects badly on the brands who are performing no due diligence on the accounts they are signing up with.

    Zeth Edwardsen
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    They should use Woomio.com - then they can check every instagram account they want to work with. Check this video out. https://vimeo.com/224204330. Woomio analyse the profile data on the content on each profile to tell you, if there has been a real growth curve on followers, content and the engagement levels that has a unreal curve plus we analyse where the audience is from. We can do this on all profiles :) Signup and you will never have this problem again.

    Load More Replies...
    SMGains Sales
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Raah if anyone wanna try this out lol, smgains.com is the best website to get your prices down! selling cheap likes & followers and even automatic likes for your accounts!

    Supreme
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    apparently a friend of mine (a student) who has 11K+ follower on instagram (she's cute btw) generate about $45 a week just from her account, mostly some brands/shop pay her to promote their products and give her the products that used to be sponsored for free. $45 dollar in my country is a lot and enough to support yourself for about 2 weeks, and i'm sitting here with 600 followers

    Benski Trenkins
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Thank goodness I am only really active on youtube where this doesn't happen! ... /oblivious mode off and back to reality hahaha.

    Jeanna
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    I'm surprised they didn't get caught on all the stock travel photography, that's easy to check up on.

    Ture Gustafson
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    how much were those 4 brand deals worth? seeing that it's possible to get sponsorship on fake accounts is one thing, but is it profitable. the investment was around 1000$, does that include the time sink of scouring the web for those travel photos, and all the writing?

    RobElitejetsetter
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Sure it's easy for anyone to get to this point on Instagram, but it's actually pretty easy to figure out who's fake and who's legit with the right tools! In case anyone here runs a business, we just wrote a blog post that shows a bunch of easy ways to spot them! http://www.elitejetsetter.com/spotting-fake-influencers/

    Simon Rath
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Seriously, how much money did u receive from Mediakix for writing this article? Its a marketing campaign from Mediakix, nothing more

    Etienne Pisano
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    That behavior has “drugged” the market, sweeping aside the traditional mechanism of appreciation or rejection (or indifference too )

    Rhân
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    If you are buying your followers, does it really need 'beautiful' photos? How is that an experiment, when I just buy everything? I think this experiment is neither something to strive for nor a really interesting way..

    Filip Poutintsev
    Community Member
    5 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    "defrauding brands"? The only ones who do commit fraud are these brands that pay influencers to promote their s**t products which no one would otherwise buy.

    Logan Davis
    Community Member
    6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Thanks for the interesting article. now people are very chasing popularity in the instagram and even use all sorts of tools like bigbangram.com. in my opinion it is much better to be an original and a real person. it's much more interesting

    Logan Davis
    Community Member
    6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    It is really interesting article, thank you ! now people are very chasing popularity in the instagram and even use all sorts of tools like bigbangram.com. in my opinion it is much better to be an original and a real person. it's much more interesting

    Jace
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    How is this fraud? They are just buying advertising support because of perceived value. Unless it's illegal to buy likes and fans (and frankly, i wish it were, just like buying reviews), i don't think this classifies as "fraud". It's just speculation, like the whole effing stock market (no actual value).

    Craig Baker
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    google "crime of false pretenses" or "larceny by trick" - once learning of the deception the deceived party can sue or even press criminal charges against the deceiver

    Craig Baker
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    google "crime of false pretenses" or "larceny by trick" - once learning of the deception the deceived party can sue or even press criminal charges against the deceiver in some instances

    William Hart
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    One more important nugget to point out - both accounts appear to be imitating pretty white girls. Although thematically different, and part of the point being you can buy support, if you are already a pretty white girl... just start an account and throw selfies on it sometimes.

    Kenneth Shinabery
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Bad thing I did an article for a magazine on one artist and as a social media manager... I discovered he was buying likes and followers for all his sites. Sad as an a creative... I feel it is better to get guinie likes on social media so that you evolve and grow. Buying likes means you have no way to know how well people like your work. Needless to say this artist lost credibility with me and when asked to write about this artist I say No and tell them why. See I am a journalist, artist and social media manager thus I can figure out when other artists pull this stunt. Bad thing is major companies fall for it.

    Lina Ak
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    A sad truth! For anyone who would like to collab with brands, I just found out this cool website. Here's the link if you wanna check it out http://www.reachhero.de/r/Ezb/linaaykay

    Kajal Karmakar
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    I can tell you a free way to become an instagram star ...with some time

    Peter Meier
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    It's very simple to verify the quality of followers of any influencer with tools like InfluencerDB. Here is a link to one of the profiles: https://www.influencerdb.net/insights/712d1a77-402c-4d83-b53b-6e82f55e70a7/

    Zeth Edwardsen
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Much better on Woomio.com plus starting price is €7 - can check every instagram account you want to work with. Check this video out. https://vimeo.com/224204330 We analyse the profile data on the content on each profile to tell you, if there has been a real growth curve on followers, content and the engagement levels that has a unreal curve plus we analyse where the audience is from. We can do this on all profiles :) Signup and you will never have this problem again.

    Load More Replies...
    Simon Rath
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Seriously, how much money did u receive from Mediakix for writing this article? Its a marketing campaign from Mediakix!

    Adriana E. Henricy
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    So... you pay at least 300/700 dollars to get what, free beer??? nah, thanx

    Luke Gibson
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    No to make profit - "For each campaign, the “influencers” were offered monetary compensation, free product, or both.”

    Load More Replies...
    Szymon Cirocki
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    I can make ur accounts really quick and a bit cheaper than the prices are here :) Including likes, comments, follower :) m.me/szymon.cirocki

    Zeth Edwardsen
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Woomio.com - can check every instagram account you want to work with. Check this video out. https://vimeo.com/224204330 We analyse the profile data on the content on each profile to tell you, if there has been a real growth curve on followers, content and the engagement levels that has a unreal curve plus we analyse where the audience is from. We can do this on all profiles :) Signup and you will never have this problem again.

    Wanderlustladies
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    I believe it. There are so many account with 50K followers, they follow 100 themselves, and they've posted 50 photos. Don't even get me started on the bots that leave random comments on photos (though I did have a good laugh when someone posted "this is so cool" on a photo of my grandparents' memorial service). Thanks Bot!

    Luck Yeah
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Sincere condolences, Wanderlustladies. Terrible about the bot, but you handled it with humor and grace.

    Load More Replies...
    Prashant Karnath
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Paid for commenting?? Blasphemy!! I reserve the right to judge people on the internet without getting paid for it..

    busy
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    I'm torn between being upset that dumbass people on the internet who do nothing get paid for being "influencers", and being glad that dumbass companies enabling these "influencers" are so easily ripped off.

    S Missions
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    So.. how much did they make net of expenses? that's the whole point they are trying to prove right?

    The Cappy
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    I presume you know that the Clinton campaign spent far more money than the Trump campaign... Your oversight was no doubt entirely accidental.

    Load More Replies...
    Dave Adams
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Reflects badly on the brands who are performing no due diligence on the accounts they are signing up with.

    Zeth Edwardsen
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    They should use Woomio.com - then they can check every instagram account they want to work with. Check this video out. https://vimeo.com/224204330. Woomio analyse the profile data on the content on each profile to tell you, if there has been a real growth curve on followers, content and the engagement levels that has a unreal curve plus we analyse where the audience is from. We can do this on all profiles :) Signup and you will never have this problem again.

    Load More Replies...
    SMGains Sales
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Raah if anyone wanna try this out lol, smgains.com is the best website to get your prices down! selling cheap likes & followers and even automatic likes for your accounts!

    Supreme
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    apparently a friend of mine (a student) who has 11K+ follower on instagram (she's cute btw) generate about $45 a week just from her account, mostly some brands/shop pay her to promote their products and give her the products that used to be sponsored for free. $45 dollar in my country is a lot and enough to support yourself for about 2 weeks, and i'm sitting here with 600 followers

    Benski Trenkins
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Thank goodness I am only really active on youtube where this doesn't happen! ... /oblivious mode off and back to reality hahaha.

    Jeanna
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    I'm surprised they didn't get caught on all the stock travel photography, that's easy to check up on.

    Ture Gustafson
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    how much were those 4 brand deals worth? seeing that it's possible to get sponsorship on fake accounts is one thing, but is it profitable. the investment was around 1000$, does that include the time sink of scouring the web for those travel photos, and all the writing?

    RobElitejetsetter
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Sure it's easy for anyone to get to this point on Instagram, but it's actually pretty easy to figure out who's fake and who's legit with the right tools! In case anyone here runs a business, we just wrote a blog post that shows a bunch of easy ways to spot them! http://www.elitejetsetter.com/spotting-fake-influencers/

    Simon Rath
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Seriously, how much money did u receive from Mediakix for writing this article? Its a marketing campaign from Mediakix, nothing more

    Etienne Pisano
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    That behavior has “drugged” the market, sweeping aside the traditional mechanism of appreciation or rejection (or indifference too )

    Rhân
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    If you are buying your followers, does it really need 'beautiful' photos? How is that an experiment, when I just buy everything? I think this experiment is neither something to strive for nor a really interesting way..

    Filip Poutintsev
    Community Member
    5 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    "defrauding brands"? The only ones who do commit fraud are these brands that pay influencers to promote their s**t products which no one would otherwise buy.

    Logan Davis
    Community Member
    6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Thanks for the interesting article. now people are very chasing popularity in the instagram and even use all sorts of tools like bigbangram.com. in my opinion it is much better to be an original and a real person. it's much more interesting

    Logan Davis
    Community Member
    6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    It is really interesting article, thank you ! now people are very chasing popularity in the instagram and even use all sorts of tools like bigbangram.com. in my opinion it is much better to be an original and a real person. it's much more interesting

    Jace
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    How is this fraud? They are just buying advertising support because of perceived value. Unless it's illegal to buy likes and fans (and frankly, i wish it were, just like buying reviews), i don't think this classifies as "fraud". It's just speculation, like the whole effing stock market (no actual value).

    Craig Baker
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    google "crime of false pretenses" or "larceny by trick" - once learning of the deception the deceived party can sue or even press criminal charges against the deceiver

    Craig Baker
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    google "crime of false pretenses" or "larceny by trick" - once learning of the deception the deceived party can sue or even press criminal charges against the deceiver in some instances

    William Hart
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    One more important nugget to point out - both accounts appear to be imitating pretty white girls. Although thematically different, and part of the point being you can buy support, if you are already a pretty white girl... just start an account and throw selfies on it sometimes.

    Kenneth Shinabery
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Bad thing I did an article for a magazine on one artist and as a social media manager... I discovered he was buying likes and followers for all his sites. Sad as an a creative... I feel it is better to get guinie likes on social media so that you evolve and grow. Buying likes means you have no way to know how well people like your work. Needless to say this artist lost credibility with me and when asked to write about this artist I say No and tell them why. See I am a journalist, artist and social media manager thus I can figure out when other artists pull this stunt. Bad thing is major companies fall for it.

    Lina Ak
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    A sad truth! For anyone who would like to collab with brands, I just found out this cool website. Here's the link if you wanna check it out http://www.reachhero.de/r/Ezb/linaaykay

    Kajal Karmakar
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    I can tell you a free way to become an instagram star ...with some time

    Peter Meier
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    It's very simple to verify the quality of followers of any influencer with tools like InfluencerDB. Here is a link to one of the profiles: https://www.influencerdb.net/insights/712d1a77-402c-4d83-b53b-6e82f55e70a7/

    Zeth Edwardsen
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Much better on Woomio.com plus starting price is €7 - can check every instagram account you want to work with. Check this video out. https://vimeo.com/224204330 We analyse the profile data on the content on each profile to tell you, if there has been a real growth curve on followers, content and the engagement levels that has a unreal curve plus we analyse where the audience is from. We can do this on all profiles :) Signup and you will never have this problem again.

    Load More Replies...
    Simon Rath
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    Seriously, how much money did u receive from Mediakix for writing this article? Its a marketing campaign from Mediakix!

    Adriana E. Henricy
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    So... you pay at least 300/700 dollars to get what, free beer??? nah, thanx

    Luke Gibson
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    No to make profit - "For each campaign, the “influencers” were offered monetary compensation, free product, or both.”

    Load More Replies...
    Szymon Cirocki
    Community Member
    7 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

    I can make ur accounts really quick and a bit cheaper than the prices are here :) Including likes, comments, follower :) m.me/szymon.cirocki

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